The U.S.’s leading seedless mandarin brand, Wonderful Halos, is preparing to kick off its biggest season ever this November with a US$30 million integrated campaign the company says is designed to accelerate category growth and maintain market dominance.
The multifaceted campaign features the brand’s popular “Good Choice Kid” television commercials, along with Halos’ biggest digital investment yet, which will “substantially increase visibility across all digital platforms”.
Facebook and Instagram will also be used to further remind nearly 30 million consumers that 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.
Adam Cooper, vice president of marketing at The Wonderful Company, said: “Each season gets sweeter and sweeter for Wonderful Halos”.
“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 most-loved 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.