Wonderful Halos is bringing back its humorous “Good Choice, Kid” campaign, turning the tables on the adults making the choices this time.
Making dubious food choices — deep fried butter at the fair or killer spicy peppers from the neighbors — highlight the importance of healthy eating in the TV ads in the campaign.
The commercials complement the existing Good Choice, Kid campaign, according to a news release, through a continued investment of $100 million in the Halos mandarin brand’s first five years.
The company is making a digital splash with the new campaign with an influencer program and increased social media presence.
“We’ve always known that Wonderful Halos is the obvious choice because they’re healthy, easy to peel, seedless and bursting with sweet flavor,” Adam Cooper, vice president of marketing, said in the release. “But our research shows that adults also turn to the pure goodness of our California mandarins with the same enthusiasm, to these commercials present the perfect opportunity to extend our existing campaign and celebrate the good choices made by kids of all ages.”
Newspaper inserts, a digital billboard in New York Time’s Square and point-of-sale displays featuring a tractor and citrus grove tree are planned.
The TV ads, along with the four from the inaugural Good Choice, Kid campaign last season, will air throughout the California mandarin season as part of a multi-million dollar ad spend, according to the release.
Halos are in season through May and available in 3- and 5-pound bags and 5-pound boxes.