By Wonderful Halos
LOS ANGELES – Wonderful Halos, America’s fastest-selling mandarin brand, prepares to kick off its biggest season ever this November with a $30 million integrated marketing campaign designed to accelerate category growth and keep the brand in its No. 1 leadership position.
The multifaceted campaign features the brand’s popular “Good Choice Kid” television commercials, along with Halos’s biggest digital investment yet, which will substantially increase visibility across all digital platforms. Facebook and Instagram “blasts” will further remind nearly 30 million consumers that sweet, seedless and easy-to-peel Halos are back in stores. The campaign will be amplified by national FSIs, a New York City Times Square digital billboard, PR, and an expanded influencer campaign.
“Each season gets sweeter and sweeter for Wonderful Halos,” said Adam Cooper, vice president, marketing, The Wonderful Company. “Last year was our best selling season ever, with Halos contributing 27 percent of total produce dollar growth. In addition to being recognized as the No. 1 healthy snack brand among both parents and kids, Halos’s multimillion-dollar campaign is designed to drive sales by promoting new everyday snacking occasions to keep the brand top of mind, top of the category and top of the shopping list.”
Halos will build upon the success of last season’s biggest in-store point-of-sale (POS) display program ever, adding a new Halos fruit stand display to its “Grove of Goodness” collection. The high-graphic, vibrant fruit stand is completely merchandisable and brings to life the process of delivering mandarins from tree to table. Halos is also bringing back its popular Grove Tree display. The displays give retailers flexibility to showcase product beyond produce and in less traditional areas of their stores, including the frozen food aisle, deli, pharmacy, and at checkout. Last year’s POS program featured 20,000 displays at retailers who experienced double the sales growth versus retailers without Halos POS displays.
Wonderful Halos are sold in 3-lb and 5-lb bags and 5-lb boxes, and will be back in stores by early November.
About Wonderful® Halos®
Wonderful® Halos® are sweet, seedless and easy-to-peel mandarins filled with “Pure Goodness®.” The kid-sized fruit is available in produce aisles nationwide at grocery, mass and club retailers during California mandarin season (November–May). To discover more about the fun, delicious world of Halos®, visit halosfun.com.
About Wonderful Citrus
Wonderful Citrus is America’s largest integrated grower, shipper and packer of fresh citrus, including clementine/mandarin, navel and Valencia oranges; lemons; limes; grapefruits; and other citrus varieties. Wonderful Citrus owns, cultivates and harvests nearly 60,000 acres of fresh citrus, and ships around the world each year to ensure a year-round supply.
Wonderful Citrus is part of The Wonderful Company, a fast-growing privately held $4 billion company with 9,000 employees worldwide. We’ve made Wonderful® Pistachios America’s fastest-growing snack brand. We’ve turned pomegranates and POM Wonderful® into a worldwide phenomenon. Wonderful® Halos® is the No. 1 mandarin orange in America. FIJI® Water is the No. 1 premium imported bottled water in America. JUSTIN® Vineyards & Winery produces California’s top-selling, high-end Cabernet Sauvignon. And Teleflora® is the world’s leading floral delivery service.
The Wonderful Company has a long-standing commitment to corporate social responsibility, including more than $200 million invested in environmental technologies and sustainability research, $50 million in charitable giving and education initiatives every year, $100 million toward the construction of two charter school campuses in California’s Central Valley, and innovative health and wellness programs, including two new, free primary care clinics for employees and their dependents.