Sun Pacific has launched an extensive new marketing campaign for Cuties mandarins centered around the theme 'Peel the Love.' The campaign 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. According to Sarah Deaton, director of marketing at Sun Pacific, the campaign encourages consumers to become champions of taking breaks and enjoying life's simple pleasures as modern lives become increasingly complex and busy.
The campaign kicks off during the holiday season with festive graphics on packaging and master cartons, supported by an amplified social media presence. Marketing efforts will expand to include digital ads, social media advertising, influencer partnerships, office sampling, in-store displays, point-of-sale materials, and a loyalty program targeting Cuties' core audience. The brand's popularity stems from its taste and convenience, with Deaton noting that Cuties are the perfect size for on-the-go snacks and fit well into lunch boxes, backpacks, and tote bags for health-conscious consumers.
In-store visibility represents a crucial component of the campaign, with Sun Pacific encouraging retailers to participate in display contests to bring the 'Peel the Love' theme to life. This focus is supported by strong performance metrics: Cuties have consistently outperformed competitors for four consecutive seasons, generating 39% more weekly dollar sales per store than the next closest competitor. The brand also leads in shopping trips and repeat purchases within the mandarin category.
The campaign arrives as consumers increasingly seek convenient, healthy snack options that align with values of work-life balance and mindful living. By positioning Cuties as a symbol of simple pleasures and taking breaks, Sun Pacific aims to strengthen emotional connections with consumers while driving sales. The comprehensive approach spanning digital, social, and in-store channels reflects evolving consumer engagement strategies in the produce industry, emphasizing brand storytelling in a traditionally commodity-driven sector.
As the campaign unfolds, its impact on Cuties' market position will be closely watched, potentially serving as a case study for other produce brands seeking to enhance marketing strategies in competitive markets. For more information about Sun Pacific and its products, visit https://www.sunpacific.com.
