Kermit on bandanna wagon

CanTeen member Trudi Johnston, left, with FCB's Michelle Delaney. Picture / Dean Purcell.

The Muppets are returning to New Zealand television - for a good cause.

In a marketing coup likely to leave the rest of the not-for-profit sector green with envy, Kermit the Frog, Rawlf the piano-playing dog, the Swedish Chef and other Muppets will lend their considerable brand power to teen cancer charity CanTeen.

The world's most famous puppets will star in an advertisement that starts today and runs for 10 days in support of Bandanna Week.

It's a major win for CanTeen as it tries to top the $1.2 million it raised during Bandanna Week last year. Muppets endorsements are rare and it is their first such a deal in this part of the world.

"It was so different. That's what you've got to find in this day and age in the not-for-profit sector," said CanTeen's national income development manager, Leanne Ryburn.

She said the endorsement fit the charity's ambition to revitalise the bandanna as a symbol for the next few years, as well as its wider philosophy of encouraging the celebration of life.

"It was a bit of a dream ... once people could see what we were trying to do they came on board."

Bandanna Week runs from October 10 to 16 and the fundraising campaign will feature the television ads, as well as billboard, radio, poster, magazines and press advertisements.

Ryburn estimated the organisation had benefited from $450,000 of donated airtime and media placements - but the value of The Muppets endorsement would easily outstrip this.

The rare deal was orchestrated by advertising agency FCB, which represents CanTeen's main sponsor, Pam's. Brian van den Hurk, general manager of FCB, said if he had to guess, the deal might have cost $1 million "give or take $500,000" if it had been a commercial one.

While endorsements involving international stars can sometimes take years to negotiate, the Muppets deal came together in four months.

But it was only 24 hours before filming began that a team from FCB and Curious Films knew they would be able to use big-name Muppets.

Michelle Delaney, a TV producer with FCB, was on the team that flew to the US to meet executives at The Muppets Holding Company, a division of Walt Disney, after being told they could film the three minor characters who sing The Mahna Mahna Song.

The song will be the theme tune for the week, with the words "Banda Nana" substituted for the original lyrics.

"We did up a wish list, which was a pretty big wish list. We knew we were dreaming, but we thought: Why not? All anyone can say is no," Delaney said.

The meeting seemed to be going badly and it hit a low point when Delaney asked if a cameo appearance by the Swedish Chef would be possible.

But after the US executives exchanged looks and talked for a while among themselves, they gave their permission. "Halfway through the meeting, there was this amazing change and they said we could have the chef and Kermit too," she said.

"It came out they enjoyed working with New Zealanders."

Van den Hurk added: "It quickly turned around into, yeah, this is a great idea and let's do our bit."

He said the good reputation of Kiwis in Hollywood at the moment helped swing the endorsement, but so did a more practical consideration linked to New Zealand's isolation.

"By giving the rights to a charity in New Zealand, they didn't infringe on any other rights already out there," he said.

The Muppets were perfect for the CanTeen job because fundraising depended on having people remember the appeal and making donations some time after seeing the advertising. The Muppets offered instant recognition, as well as likeability.

"The great thing about The Muppets is they have absolute appeal for the teenage market because of their retro nature, but also broad appeal," said Van den Hurk.

CanTeen aims to support 13- to 24-year-olds with cancer, as well as affected and bereaved siblings.

Ryburn said 200 young people were diagnosed with cancer in New Zealand each year.

Money raised by Bandanna Week will go to research aimed at increasing survival rates and expanding the number of regional staff to support those diagnosed with cancer.

Bandanna Week

Bandanna Week runs from October 10 to October 16.

Canteen wants to top the $1.2 million raised last year.

It aims to support 13- to 24-year-olds with cancer, as well as affected and bereaved siblings.

200 young people are diagnosed with cancer each year.

* Bandannas can be purchased or donations made to CanTeen online at www.canteen.org.nz (link below)