Sun Pacific has announced the launch of an extensive new marketing campaign for Cuties, America’s most beloved mandarin brand. The campaign, centered around the theme ‘Peel the Love,’ aims to reinforce the brand’s core promise of being ‘Grown with Love for those you Love’ and drive shoppers to stores during key moments throughout the season.
Sarah Deaton, director of marketing at Sun Pacific, explains the campaign’s objective: ‘As our modern lives become more complex and just plain busier, finding things that fuel our days is more important than ever. Whether it’s spending simple moments with family, friends or taking time for yourself, Cuties invites you to become champions of taking a break, enjoy life’s simple pleasures and Peel the Love.’
The campaign kicks off during the holiday season, featuring festive holiday graphics on Cuties packaging and master cartons. This visual refresh will be supported by an amplified social media campaign. Throughout the season, the marketing efforts will expand to include digital ads, social media advertising, influencer partnerships, office sampling, in-store shipper displays, point-of-sale materials, and a loyalty program designed to encourage repeat purchases among Cuties’ core target audience.
Cuties mandarins have gained popularity among consumers due to their taste and convenience. Deaton highlights their versatility, stating, ‘Cuties are the perfect size for an on-the-go or at-home snack for moms, kids and the healthy-minded individual looking to maintain their health and wellness goals. They’re packed with flavor and nutrition and fit well into lunch boxes, backpacks and tote bags.’
The campaign’s focus on in-store visibility is particularly significant for retailers. Sun Pacific is encouraging retailers to participate in display contests to bring the campaign to life in-store, making it easier for shoppers to locate the top-performing mandarin brand. This emphasis on in-store presence is backed by impressive performance metrics: Cuties have consistently outperformed competitors for the last four seasons, with 39% more weekly dollar sales per store than the next closest competitor. The brand also boasts more shopping trips and higher repeat purchases than any other mandarin brand.
Sun Pacific’s new marketing initiative for Cuties comes at a time when consumers are increasingly seeking convenient, healthy snack options. The campaign’s focus on simple pleasures and taking breaks resonates with the current societal emphasis on work-life balance and mindful living. By positioning Cuties as a symbol of these values, Sun Pacific aims to strengthen the brand’s emotional connection with consumers while driving sales.
The comprehensive nature of the campaign, spanning digital, social, and in-store channels, reflects the evolving landscape of consumer engagement in the produce industry. It also underscores the importance of brand storytelling and creating memorable experiences for shoppers, even in the traditionally commodity-driven fresh produce sector.
As the campaign unfolds, it will be interesting to observe its impact on Cuties’ market position and whether it will further solidify the brand’s leadership in the mandarin category. The initiative may also serve as a case study for other produce brands looking to enhance their marketing strategies and consumer engagement in an increasingly competitive market.
For more information about Sun Pacific and its products, interested parties can visit www.sunpacific.com.
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