We imagine the pitch meeting went something like this

EXECUTIVE #1:  Today's young people just aren't into Jesus Christ!

EXECUTIVE #2:  You know how it is, Dave, what with the Nintendo and boy bands.  We need to find a way to deliver the Word with some real kid appeal.

EXECUTIVE #1:  I get you!  Tell the Jesus story through something kids love!

EXECUTIVE #2:  Something kids can't get enough of!  Something kids would do anything to get their hands on!

EXECUTIVE #1 and EXECUTIVE #2:  VEGETABLES!