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First Lady, Billy Eichner, Big Bird Headline 'eat brighter!' Video

The fresh produce industry’s efforts to inspire children to eat more fresh fruits and vegetables through the collaborative "eat brighter!" campaign is going viral with a video starring First Lady Michelle Obama, Sesame Street’s Big Bird and NBC "Parks and Recreation" actor and comedian Billy Eichner of "Billy on the Street."

The star-studded video – which will bolster the "eat brighter" movement forged by Produce Marketing Association (PMA), "Sesame Street" and the Partnership for a Healthier America (PHA) – highlights the importance of fruits and vegetables to kids’ health, as well as efforts of the campaign that leverages the Sesame Street character images in fresh produce marketing.

The comedic video, which is quickly making the rounds via social feeds, televisions and smartphones across the U.S., features the trio participating in a game show in the produce department at a Safeway grocery store. Eichner asks the game show participants questions like, “Sir, does an Apple TV count as a fruit?” and, “Miss, would your child prefer strawberries with Elmo’s face or strawberries with JK Simmons’ face?”

As described in the video by the First Lady, “We’ve got the Sesame Street friends like Big Bird teaming up with the produce industry to try to help make eating fruits and vegetables fun and exciting for kids and their parents.”

Cathy Burns, PMA president, is pumped about early reactions to the video. “We’re so thrilled to see this unique movement gain support from the industry, and even happier to see their hard work and commitment gain attention from people like the First Lady and Billy Eichner. Our industry has a great responsibility to positively impact eating habits for kids and their families," added Burns, noting: "I firmly believe we’re on that path, making great strides through the creative marketing that the ‘eat brighter!’ initiative brings.”

The Emmy-nominated Eichner's hilarious work can be viewed on the award-winning comedy website,, co-founded by Will Ferrell. His popularity with the millennial audience is anchored by his 2 million-plus following, and his reach is growing. "Billy on The Street" episodes, a recurring segment on the website, will begin to air on TBS’ TruTV. His work can also be viewed on Tuesday evenings on NBC’s "Park and Recreation," starring Amy Poehler.

To view the video, click here. For more information on the "eat brighter!" movement and how to get involved, visit

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