Backed by a multimillion-dollar investment that’s unprecedented in the produce industry, Los Angeles-based Wonderful Halos next month will kick off its biggest season ever with a prosperous crop and a $30 million integrated marketing campaign designed to accelerate category growth and keep the brand in its market-leading position.
Wonderful Halos invested $27 million in its marketing campaign last year, which “was our best-selling season ever, with Halos contributing 27% of total produce dollar growth,” Adam Cooper, VP of marketing at The Wonderful Co., told WGB.
This season, Wonderful Halos is set to launch an expanded, multifaceted campaign featuring the brand’s “Good Choice Kid” TV commercials, along with the brand’s biggest digital investment yet, which will substantially increase visibility across all digital platforms.
“Digital continues to be an increasingly important platform as more consumers prefer to gather news and information from a variety of different online and mobile resources,” Cooper said. “This year, we’re increasing our digital and influencer investment by over 30%.”
Facebook and Instagram blasts will remind nearly 30 million consumers that sweet, seedless and easy-to-peel Halos are back in stores. National FSIs, a New York City Times Square digital billboard, PR and an expanded influencer campaign will further support the campaign.
“In addition to being recognized as the No. 1 most loved healthy snack brand among both parents and kids, Halo’s latest 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,” Cooper said.
Halos will build upon the success of last season’s biggest in-store point-of-sale (POS) display program ever, adding a new high-graphic Halos fruit stand display to its Grove of Goodness collection.
Halos is also bringing back its Grove Tree display, which allows retailers to merchandise the product beyond the produce department, and in less traditional spaces, including the frozen food aisle, deli, pharmacy and checkout.
According to The Wonderful Co., last year’s POS program featured 20,000 displays at retailers, who experienced double the sales growth of retailers without Halos POS displays.
Wonderful Halos are sold in 3-pound and 5-pound bags and 5-pound boxes. The kid-sized fruit is available during California mandarin season from November through May.