Wonderful Seedless Lemons has launched its first-ever national, multimillion-dollar marketing campaign, “Lemons With Seeds Are Annoying,” which highlights the small frustrations of life with lemon seeds — whether it’s fishing them out of drinks, picking them out of dishes or making every squeeze a hassle.
The campaign includes a series of eight humorous commercials that illustrate how lemon seeds are as annoying as workplace interruptions, inconsiderate parkers, power plug poachers, taxicab stealers, button pushers, breaches of personal space and more, says Wonderful Seedless Lemons.
“Lemon users are accustomed to living with seeds, even though they’re a nuisance no one wants,” Jennifer Hirano, vice president of marketing at The Wonderful Company, said in a news release. “We’re excited to introduce Wonderful Seedless Lemons to consumers and show them the bright side of life without seeds through this playful creative.”
Wonderful Seedless Lemons says “Lemons With Seeds Are Annoying” will run on Connected TV and streaming video (YouTube) and be amplified through social media, print and podcasts.
A culinary influencer program, product integrations and Wonderful Seedless Lemons’ cart-stopping POS displays will support this campaign, according to the release. The POS displays will include a brand-new lemonade stand display designed to generate excitement and drive incremental sales in-store.
“From awkward strangers with no social awareness to terrible parkers, this campaign highlights how a seeded lemon can be just as annoying as life’s everyday disruptions,” said Bobby Pearce, chief creative officer of The Wonderful Company’s in-house creative team at the Wonderful Agency, which helped developed the campaign. “Our goal was to help the audience experience the effortless difference that seedless lemons bring.”
Wonderful Seedless Lemons says it has achieved 300% volume growth since 2021 and has driven substantial gains for the lemon category, accounting for 100% of bagged lemon category growth for three consecutive years.
The lemons are available year-round in 1-, 2-, 3-, and 5-pound bags at Whole Foods Market, Trader Joe’s, Walmart, Kroger, select Costco outlets and other grocery retailers nationwide.
