Sunkist Growers has launched “Peel Talk,” a new digital content series the cooperative says is designed to deepen consumer engagement and reinforce citrus’s role in everyday wellness, snacking and shared moments.
Sunkist says this campaign launches at a key time for the citrus category, when a wide range of in-season citrus is available to consumers, including navel oranges, lemons, California mandarins, grapefruit, organics and specialty favorites such as cara cara oranges, blood oranges and minneolas.
Sunkist says “Peel Talk” introduces original storytelling, culinary inspiration and interactive content that connects consumers more directly to citrus and the farmers behind it.
“Peel Talk” centers on the idea that small rituals can create meaningful connections, Sunkist says. In each episode, pairs ranging from couples and siblings to roommates and friends sit down together to peel a Sunkist orange and connect. As the peel comes off, conversations open up and candid moments unfold.
The series includes four episodes, all available across Sunkist’s digital platforms, including Instagram and TikTok.
“‘Peel Talk’ is designed to meet consumers where they are — seeking connection, wellness and simple rituals in their everyday lives,” said Cassie Howard, senior director of category management and marketing at Sunkist Growers. “By combining storytelling, recipe inspiration and interactive experiences, we’re bringing citrus into moments that feel personal, shareable and relevant to how people connect today.”
Sunkist says “Peel Talk” also features recipes designed for shared living households, along with interactive elements such as a citrus personality quiz that invites consumers to discover their unique citrus persona.
The cooperative says this initiative reflects its broader brand and category strategy as a grower-owned cooperative connecting more than 1,000 multigenerational family farmers in California and Arizona with retailers and consumers. By linking the stories behind the fruit to the moments happening at home, “Peel Talk” reinforces the connection between growers, retailers and consumers.
“Peel Talk” content will roll out throughout April across its digital platforms, Sunkist says.
