Health insurance company Blue Cross and Blue Shield of Florida returned to the Food Network South Beach Wine & Food Festival in Miami (Feb. 23 to 29) this year as a title sponsor of the SOBE Fun and Fit area where it encouraged families to pursue a healthy lifestyle through activities that focused on a healthy, locally based diet. The brand transformed its 900-square-foot area into an “edible” tent that resembled a mini farmers market where it held hands-on cooking demonstrations and educational seminars with celebrity Chef Aria Kagan. The sensory experience included walks through a garden filled with tomatoes on the vine, mint, basil and thyme, plus tropical fruit trees, as well as low-growing fruit like pineapple grown in the south of Florida. Families could also receive health screenings from registered dieticians and learn more about the health solutions, products and services offered by Blue Cross and Blue Shield of Florida.
“Our interactive ‘edible tent’ provided the platform to engage with children and their parents in a hands-on environment,” Sara M. Hiers, event marketing and corporate sponsorships, brand development and marketing communications
at Blue Cross and Blue Shield of Florida told Buzz. “We designed a unique on-site activation that would involve families in the pursuit of health through active engagement in nutritional education while maintaining an environment that is distinctly local and wellness-focused.”
Children who participated in the healthy cooking demos received a 16-page coloring and activity book printed on recycled paper, crayons, books on how to make a vegetable garden in South Florida and a coupon to spend at the local farmers market. Agency: DFCBX, Chicago.