Grimmway Farms Tweets Its Way To The Top With "The Biggest Loser"

By Growing Produce Staff|February 13, 2013

A number one trend on Twitter is just one of the many success stories that Grimmway Farms has to celebrate thanks to their partnership with NBC’s “The Biggest Loser.”

Late in 2012 Grimmway debuted new packaging featuring the Biggest Loser brand and highlighting their relationship with NBC’s hit show, including a sweepstakes that provides consumers opportunities to win one of three trips to the Biggest Loser Resort. Today, Grimmway continues to expand that relationship with a variety of online promotional efforts to inspire, educate, and encourage Biggest Loser fans while also promoting carrots as a healthy snack. The partnership has increased online conversation about Grimmway and created measurable growth in the company’s social media community on Facebook and Twitter.

To connect with show fans, Grimmway Farms is working with Season 11 contestant Courtney Crozier to host weekly Twitter parties during both the East and West Coast airings of The Biggest Loser on Monday evenings. The weekly Twitter parties provide viewers an opportunity to chat about the show, get healthy living recipe tips and win fun prizes. To date, Grimmway has interacted with thousands of fans, gained millions of online impressions, and found a weekly top trend spot on Twitter with #justcrunchem.

In addition to Crozier’s weekly role as the Twitter party host, she also provides weekly social media posts and blog updates about the show. Starting this week is a new promotion where fans can submit their weight loss success stories on the Grimmway consumer website www.justcrunchem.com. Weekly winners will be interviewed by Courtney, featured on her blog, and receive prize packs. On the site consumers can also get health tips from Derek Johnson, Executive Nutrition Director for the Biggest Loser Resorts, read the weekly winner stories and sign up to join Team Courtney’s Grimmway Carrot Crunchers as part of The Biggest Loser’s America’s Challenge.

Bob Borda, vice president of marketing for Grimmway Farms, remarked, “We are so excited by our relationship with NBC and The Biggest Loser. There’s nothing better than bringing a brand alive with interactive promotions and fan engagement, especially when it includes helping them make healthier lifestyle choices. We’re pleased to involve our employees in this effort by initiating an internal challenge and promoting the use of our gym. We believe in fostering an environment that supports the health of our staff.”