Musician promotes 'For Heart's Sake,' personal message
To help advance its message encouraging adults to live healthier lives, Kellogg’s will feature John Tesh on more than 12 million cereal boxes across several product lines and offer a specially produced CD of some of the keyboardist’s best-known tunes.
Tesh will be the poster boy for the cereal outfit’s delivery of heart-healthy missives issued in tandem with the American Heart Assn.’s national program dubbed “For Heart’s Sake.”
As part of the program, Tesh has produced a special CD to help the org promote its message of diet, exercise and no smoking. Consumers can send away for the disc, which will also boast “Round Ball Rock,” Tesh’s paean to the National Basketball Assn.
Previous artists tapped by Kellogg/AHA to help get the word out with its “For Heart’s Sake” effort include country crooners Trisha Yearwood and Clint Black.
In addition to being another example of Tesh uniquely marketing his wares to the masses, his link to the program is a personal one: Both of his late parents led unhealthy lives with high-fat and cholesterol diets. They also both smoked heavily.
“When I was growing up, high-fat cooking and eating was the norm,” Tesh told Daily Variety. “We now know what a negative effect that can have on our health. Today, it’s easier than most people think to eat well, exercise and not smoke.”
Despite being a concert tour road warrior, Tesh said he takes his health seriously.
Tesh, whose GTSP Records is half-owned by Polygram, will have his album touted on boxes of All-Bran, Product 19 and various lines of the Just Right series, among others.
His latest release, “Grand Passion,” is logging its sixth month in the upper rungs of the New Age sales charts — the disc boasts a duet with James Ingram that helped earn it adult contemporary radio play.
“Because of John’s personal experience with his family and his personal lifestyle choices, he is a natural spokesperson for the ‘For Heart’s Sake ’98 program,’ ” said Martha N. Hill, R.N., Ph.D., professor and director of the Center for Nursing Research at the School of Nursing, Johns Hopkins U., and past prexy of the AHA.