Curious George, Goodyear Blimp and Roger Clemens To Pitch New Food Labels
WASHINGTON (AP) _ Curious George, the Goodyear blimp and baseball’s Roger Clemens have been recruited to help the government introduce the public to a new nutrition label that food makers must begin using next week.
Clemens, a pitcher for the Boston Red Sox, and Kirby Puckett, a Minnesota Twins outfielder, will appear in public service announcements that the Food and Drug Administration has given the four television networks.
The FDA has also given the spots to major league baseball and several teams have agreed to air them or the slogan, ″The New Food Label: Check It Out″ on their scoreboards, FDA spokesman Jim O’Hara said Sunday.
Curious George, the monkey made famous in a series of children’s books, will serve as the campaign’s mascot and will appear in educational material targeted at elementary school children.
Three Goodyear blimps will also carry the message.
The three are donating their services to the government, which has spent $1.5 million over the past three years developing the label, O’Hara said.
The FDA was scheduled to announce details of the campaign Monday.
″We thought that it was important to highlight in this visible way the label and education activities that will make the label truly useful for consumers,″ O’Hara said.
The label, the first major change on food labels in two decades, has a nutrition information panel that was designed to clearly show shoppers how a particular food fits into their daily diet.
The label also features larger type, with the most important information highlighted in bold print. Food makers must begin using the new label May 8, though some have already begun including it on their packages.