Valencia, Calif.-based Sunkist Growers Inc. has launched a new Sunny Days advertising campaign to emphasize the efforts of its family of farms to make Sunkist a household name, said Cassie Howard, senior director of category management and marketing.
The co-op’s commitment to supporting health and wellness initiatives will be a focal point this year, she said.
Sunkist partnered with National Breast Cancer Foundation with limited-edition, co-branded pink ribbon packaging and matching merchandising for its The Power with the Pink Orange program with its cara cara oranges.
Cara cara oranges, now in peak season, look like navel oranges on the outside but have a pink interior from the natural presence of lycopene.
“The Power with the Pink Orange program is a natural tie-in to help support awareness and education, a mission of NBCF,” Howard said.
The oranges are available in 2-, 3- and 5-pound limited-edition pink ribbon packaging.
Retail campaign materials include display bins, stackable towers and new in-store merchandising such as posters, info cards and channel rails, she said.
All have QR codes that lead back to the Sunkist website where consumers can learn more about the NBCF partnership.
Sunkist also has a new i3 program to help manage, evaluate and deliver citrus to supermarket shelves, Howard said.
The i3 program reflects the co-op’s “commitment to investing in technology, innovating with processes and implementing with people — a trifecta we believe guarantees unmatched citrus quality,” she said.
“With this initiative, retailers can expect continued customer support, consistent quality and sizing, and the same dependable juicy flavor shoppers have come to expect,” she added.
Sunkist continues to develop innovative merchandising solutions to enhance the citrus category, Howard said.
The company’s new interchangeable, modular merchandising lineup features variety-specific graphics that retailers can customize to align with in-store display needs and various retail footprints, she said.
