Sun Pacific has announced the launch of an extensive marketing campaign for its Cuties mandarin brand, focusing on the tagline 'Peel the Love.' The campaign aims to increase in-store purchases of Cuties, which is already recognized as America's most beloved mandarin brand.
Sarah Deaton, director of marketing at Sun Pacific, explained that the campaign is designed to encourage shoppers to buy Cuties during key moments throughout the season. The initiative emphasizes the importance of simple pleasures and taking breaks in today's busy lifestyle, positioning Cuties as a convenient and enjoyable snack option.
The campaign kicks off with a holiday-themed promotion, featuring festive graphics on Cuties packaging and master cartons. This will be supported by an enhanced social media presence. Throughout the season, the campaign will incorporate digital and social media advertising, influencer partnerships, office sampling, in-store displays, point-of-sale materials, and a loyalty program targeting Cuties' core audience.
Retailers are encouraged to participate in display contests to highlight the campaign in-store, making it easier for consumers to locate Cuties. The brand has demonstrated strong performance, with 39% higher weekly dollar sales per store compared to its nearest competitor over the past four seasons. Cuties also boasts higher trip frequency and repeat purchases than other mandarin brands.
This marketing push comes at a time when convenience and health-conscious snacking are increasingly important to consumers. Cuties are positioned as an ideal snack for various demographics, including mothers, children, and health-minded individuals, due to their portability, flavor, and nutritional benefits.
The launch of this campaign underscores the competitive nature of the fruit snack market and the importance of brand visibility and consumer engagement in driving sales. For retailers, the success of Cuties and the support of this marketing campaign could potentially lead to increased foot traffic and sales in the produce section, making it a significant development in the grocery retail landscape.
