Wonderful Halos focuses on sweetness for 2020 season marketing

Wonderful Halos is starting its 2020 season with a marketing campaign focusing on the consistent quality and sweetness of the mandarins.

Plans included a regionally geo-targeted social media campaign, point-of-sale bin bases and public relations program, according to a news release. The California Halos season begins in November and lasts through May.

The campaign is backed by extensive consume taste research and based on the value consumers place on the sweetness of Halos. A tongue-in-cheek social media campaign features “cute and cuddly animals that are sweet, but not as sweet as Halos,” according to the release.

“Ninety percent of consumers say Halos mandarins are high in quality,” Adam Cooper, vice president of marketing for The Wonderful Co., said in the release. "The targeted, multifaceted campaign taps into the notion that Halos mandarins are a healthy, sweet snack both parents and kids love and trust to consistently deliver upon its sweet, seedless and easy-to-peel brand virtues.”

The company is also including e-commerce as a focus, with the trend of online ordering continue to increase. Halos outsell generic mandarins online by double digits, emphasizing the importance of retailers offering well-known brands for grocery pick-up and delivery options.

The company’s Grove of Goodness point-of-sale program, with the distinctive Halos tree and fruit stand displays, is now in its fourth year. The displays drive velocities 18% faster than products without displays, according to the release.

The Halos brand has more than 200 merchandisers to help retailers.

The Wonderful Halos campaign also includes colorful stickers with trendy sayings.