At the Produce Marketing Association’s Fresh Summit, The Wonderful Co. will be celebrating an investment of more than $1 billion in the past decade to market pistachios, pomegranate juice and Halo-brand mandarins.
The company’s marketing campaigns for those products this year alone will be $130 million, according to a news release, with advertising and promotions in print, television, social media and other platforms.
The company will be talking about the products and new campaigns at its Fresh Summit booth No. 3443 Oct. 19-20 in Orlando, Fla.
Past campaigns have featured Wonderful Pistachio Super Bowl ads with Stephen Colbert and other celebrities and the Get Crackin’ slogan, irreverent “Good Choice, Kids” ads for Halos and “Impaled by a Dolphin” ads for POM Wonderful juice.
The new campaigns for the products include:
Wonderful Pistachios — A $55 million program with Ernie the Elephant (voiced by World Wrestling Entertainment’s John Cena) on TV commercials, with in-store point-of-sale materials, social media, free-standing inserts, print and influencer marketing, according to a news release.
Wonderful Halos — A $30 million campaign when the season kicks off in November, with the return of the “Good Choice” commercials, social media “blasts,” point of sale materials at retail, and the return of the Grove Tree display for retailers.
POM Wonderful juice/fruit — A multi-year, multi-million-dollar campaign centered around “Worry Monsters,” large creatures who exist solely to undermine their human counterparts’ self esteem and healthful habits. The monsters try to convince consumers to stop drinking the juice.
POM Wonderful parent company, The Wonderful Co., created the campaign in-house.
“You don’t often see a marketing campaign featuring someone trying to get you to not use the product,” Darren Moran, chief creative officer at the Wonderful Agency. “But are we worried? Hell no! Because this anti-spokesperson approach allowed us to be disarming, and funny, in ways that haven’t been done before.”