Sun-Maid Teams with ABCmouse.com® and Little Free Library® to Feed Hungry Mouths and Minds

Food-and-beverage marketing agency quench has designed an activation for client Sun-Maid Growers of California that will bring little libraries to 100 towns across America. The multifaceted literacy campaign presented by Sun-Maid, ABCmouse and Little Free Library provides widespread access to at-home reading activities and books that inspire young readers, all while promoting better-for-you eating habits.

Beginning August 7, the iconic red Sun-Maid box features exclusive, limited-edition ABCmouse flash cards with a sight-word lesson on every carton. In addition, each pack of six boxes includes a custom link to an interactive microsite hosted by ABCmouse with a variety of imaginative and engaging activities, ranging from a full collection of sight-word flash cards to worksheets and colouring pages.

The centrepiece of the campaign is a portal on the Sun-Maid website that encourages literacy fans to vote for the cities and towns where future Little Free Libraries will be placed. More than 131,000 votes were cast, and the first Little Free Library was placed in Fresno, California. The remaining libraries will be placed nationwide throughout 2023 and 2024.

The Little Free Libraries will provide access for young readers to an estimated 57,200 books shared through the Sun-Maid Little Free Libraries in the first year alone and an estimated 52,000 visitors to the Sun-Maid Little Free Libraries each year.

The campaign comes alongside recent data that revealed that only 35% of students are reading proficiently by grade four, and National Assessment of Educational Progress reading scores are the lowest they have been in decades.