Sun Pacific, a California grower, packer and shipper of fresh citrus, kiwifruit and table grapes, has launched a new marketing campaign for its Cuties-brand mandarins. Sun Pacific says Cuties, first launched in 2002, helped define the mandarin category and introduced millions of shoppers to the seedless citrus. The company says its new marketing campaign celebrates Cuties’ role in fueling demand for the mandarin category.
This “Irresistibly Cute” marketing campaign will celebrate what makes Cuties a trusted staple for families.
“This season we’re launching a campaign that is unapologetically and irresistibly cute,” says Sarah Deaton, director of marketing at Sun Pacific. “No other brand owns cuteness like Cuties does. We’re serving up smiles with a side of vitamin C, and we’re not toning the cuteness down for anyone.”
Sun Pacific says its new “wow” displays will help retailers prominently showcase Cuties in stores.
“It was a record year for mandarins with nearly $1.8 billion in sales for the domestic season, and we look to continue the momentum this year,” Deaton says.
Sun Pacific notes that according to Circana data, Cuties is the fastest growing and largest mandarin brand in dollar sales by almost 10% over competitor brands. Additionally, Sun World says the Circana data shows Cuties is the best performing brand with higher average weekly dollars per stores selling, and it has the highest repeat purchases at 61% with more new consumers purchasing Cuties than all other brands combined.
Sun World has also refreshed the Cuties website to better support retailers. This website will align with the “Irresistably Cute” campaign and offer consumers wellness information, Cuties crafts, activities and content along with snacking ideas and recipes to keep shoppers engaged and to encourage new and repeat purchases at retail. Shoppers can join the Cuties Club for coupons and more to continue driving traffic to stores.
Sun World says this new campaign was inspired by the belief that even in stressful times, joy can be found in life’s sweet little pleasures.
“We’re on a mission to ‘cutify’ the world by inviting people to embrace positivity and playfulness every day. The brand naturally brings joy, comfort and even a bit of nostalgia for simpler, sweeter times,” Deaton says.
Sun World will roll out this new marketing campaign across digital advertising, social media, influencer marketing and in-store activations. This “Irresistibly Cute” campaign, Sun World says, encourages consumers to spread joy, share sweetness and see the world through a brighter, more playful lens.
