Fresh Food

Grimmway Farms Builds on Biggest Loser Relationship

Grimmway Farms is seeing big results from its relationship with NBC’s The Biggest Loser, licensed through NBCUniversal Television Consumer Products and Shine America. Using the hashtag #JustCrunchEm, the company found a top trending spot on Twitter in weekly Monday night parties hosted by Season 11 contestant Courtney Crozier during both the East and West Coast airings of The Biggest Loser. The effort earned Grimmway millions of impressions and proved to be an effective way to connect with the 1.6+ million fans of The Biggest Loser online. Crozier also worked with Grimmway to choose success stories about the journey to lose weight and maintain a healthy lifestyle. The winning stories can be read on the Healthy Living section of Grimmway’s newly re-launched website, Grimmway has developed new initiatives to build on the momentum of the partnership during the show’s off season. Starting April 29 bi-monthly on Monday nights at the same times The Biggest Loser aired. These parties focus on encouraging consumers to maintain healthy lifestyles all year long under the theme A Fit Life Knows No Season. Using both #JustCrunchEm and #FitLife hashtags, the parties give The Biggest Loser fans and others an opportunity to live chat with hosts about healthy lifestyle tips, recipes, and nutrition and win fun prizes. Party dates and topics are updated monthly at Additionally, the company has announced its A Fit Life Knows No Season story promotion, which is held on its consumer website The promotion features one Grimmway employee’s Fit Life story each month, as well as one entrant’s story selected by a panel of judges. Monthly winners are featured on Courtney’s personal blog and receive a prize pack including a Biggest Loser cookbook, DVD, t-shirt, Just Crunch ’Em tumbler and a Grimmway Farms soft-sided cooler bag with built-in speakers. The company is also continuing its Just Crunch ‘Em sweepstakes, which consumers can enter for a chance to win a trip to a Biggest Loser Resort. Bob Borda, vice president of marketing for Grimmway Farms says, “We are so excited about our ongoing relationship with NBC and The Biggest Loser. We fully support opportunities that tie the Grimmway Farms brand to interactive promotions that engage fans in ways that help them make healthier lifestyle choices. We’re also pleased to involve our employees in this effort by initiating an internal challenge to inspire healthy lifestyles. We not only promote healthy choices, but practice them within our company.” Late last year, Grimmway debuted new packaging featuring The Biggest Loser brand, highlighting its relationship with the hit show, including The Just Crunch ’Em Sweepstakes, which provides consumers opportunities to win one of three weeklong trips to The Biggest Loser Resort. Between now and December 2013, consumers can enter by scanning the QR code on specially marked packages or by visiting “This synergistic relationship with Grimmway Farms is a great example of how we are encouraging consumers to make better choices for a healthier lifestyle, and how we are working to partner with companies that embrace The Biggest Loser program for healthy living,” says Kim Niemi, senior vice president of NBCUniversal Television Consumer Products. “We are proud to work with Grimmway Farms as they work to make fresh produce more accessible to fans of the show and to offer inspiring incentives.”


More from our partners