Sunkist touts summer citrus on TikTok

As inflation drives a cultural shift in grocery priorities, Sunkist Growers says it is helping price-conscious consumers, especially millennials and Generation Z, make healthier choices without compromising taste or budget.

And to promote the versatility and flavor of its summer citrus varieties to this segment of shoppers, the farmer-owned marketing cooperative is making moves on one of the world’s most popular social media platforms, TikTok.

Sunkist understands the importance of providing consumers with accessible and nutritious options, Trent Bishop, vice president of sales and marketing, said in a news release.

“That’s why we are committed to offering citrus options that are both versatile and affordable, allowing consumers to reclaim their health without sacrificing flavor or breaking the bank,” he said. “As we focus on striking the right balance between embracing the vibrant energy of summer and educating consumers about new and exciting ways to utilize the whole fruit, we are helping shoppers make their citrus purchases even more worthwhile.”

Sunkist says its summer citrus varieties – valencia oranges, lemons and grapefruit – offer delicious flavors and vital nutrients that enhance overall well-being.

“Our goal this summer is to get inflation-pinched shoppers to make citrus an essential item at checkout,” Bishop said. “Through our impactful marketing programs and interactive in-store tools, we can collaborate with our retail partners to engage with shoppers in real-time and help drive sales.”

Taking to TikTok

With most shoppers planning fruit purchases before entering the store, Sunkist continues to engage shoppers where they are, and right now that’s TikTok, a platform where millennial and Gen Z consumers are spending increasing amounts of time and where culinary inspiration and discovery thrive, according to the release.

The Sunkist Unlimited campaign highlights the versatility and flavor of current in-season varieties, tapping into viral recipes and collaborations with foodie influencers who shared their best citrus-inspired tips, tricks and hacks, the co-op said. Consumers can easily substitute in-season valencia oranges, also known as the “summer orange,” in any trending recipe, as these oranges are perfect for juicing and are available now through October, according to the release.

“Citrus is an important part of the consumers’ shopping basket throughout the summer,” Sunkist Director of Category and Consumer Insights Cassie Howard said in the release. “Citrus is top-of-mind from July through October, according to Circana, where citrus represents 10% of total fruit dollars sold at retail across the U.S.” 

Through a series of duets and stitches (combining their videos with others), Sunkist TikTok creators concocted mouth-watering dishes that share innovative ways to bring in-season Sunkist citrus to the table, according to the release.

Whether through trending recipes such as the potato and courgette fritter or the lemony Senegalese-inspired cottage cheese toast or sharing helpful hacks including lemon ice cubes and orange sugar rims, Sunkist says it has demonstrated many ways for today’s consumers to get creative in the kitchen and step up cocktails, baking, recipes and even ways to clean a stubborn microwave. 

Showcasing citrus

The co-op said it often refer to its lemons as “culinary superstars” because of the fruit’s diverse range across recipes, serving as a flavor booster, and even as a simple alternative for salt without sacrificing flavor.

Howard said summer is peak season for lemon purchases.

“Circana shows that in the last 13 weeks through June, 5-pound lemon bags increased over 5% versus last year and 20% compared to two seasons ago,” Howard said. “With lemons often planned purchases for consumers as they are versatile and indispensable in the kitchen, it’s important for retailers to provide flexible packaging options to help meet consumers’ needs.”  

Rounding out available in-season summer citrus varietals are California star ruby grapefruits.

“We have learned a lot about the grapefruit shopper over the years, and according to a Sunkist-commissioned study, new shoppers are important to the category, representing nearly [one-third] of all grapefruit households, and are predominantly millennials and Gen Zers,” Howard said. “With today’s evolving shoppers relying on the produce department for real-time information, in-store display contests are a great way to capture your consumer's interest. Be sure to contact your local Sunkist sales rep to learn more.” 

An interactive Sunkist Unlimited website was launched to highlight the potential of Sunkist’s in-season citrus, making recipe discovery easier. The website hosts trending TikTok tutorials and incorporates a surprise generator to inspire visitors to use citrus in fun and unexpected ways to “Celebrate Every Bite” throughout the summer, according to the release.

The website's search filters have been expanded to allow more personalized search results, such as selecting by key ingredients, dietary requirements or prep time, the release said. In addition, Sunkist says it has upgraded the “Where-to-Buy” platform on Sunkist.com so consumers can easily search what stores are carrying in-season, summer citrus varieties.

Related: @SunkistCitrus on TikTok