Toronto’s Mama Media agency has come up with a program that targets kids at summer camp with seasonal items such as snacks, drinks and sunscreen for sampling purposes.

Twelve participating day camps in the Toronto area will provide sponsors with the opportunity to get their products into the hands of 65,000 young campers and teenage staff members from early July to August 25. Sponsors may also insert samples, coupons or other items into kids’ backpacks when they go home, so parents will be exposed to them as well. The lead sponsor is Sun-Rype, which makes juices, Fruit to Go and Squiggles.

Mama Media president Lisa Vogel says sponsors and camps have both embraced the program, and plans are in the works to expand into other markets next year. As for this summer, there are still some opportunities available. For more information, contact lisa@mamamediainc.com.