California-based grower-shipper Sun Pacific is encouraging parents to swap candy for its Cuties-branded mandarins during the Easter period, with a social and influencer campaign designed to drive sales during the latter half of citrus season.
The fruit brand is partnering with parenting influencers to curate seasonal recipes, DIYs and family-friendly activities that will appear on Cuties Instagram and Facebook pages.
Retailers are encouraged to share the posts, which include ideas on how to create Cuties-themed Easter baskets and gifts and healthy spring snacks.
The campaign comes on the heels of Cuties’ 100 Days of Sunshine, where the brand partnered with iHeart Media and hundreds of parenting, food and lifestyle influencers to drive purchase intent and preference.
Industry research completed by marketing research firm W5 recently showed that brand preference for Cuties remains the highest in the industry and continues to grow year over year.
“Cuties has had a tremendous season so far, and our marketing efforts are on their way to achieving nearly 500m impressions across digital, social, radio, OOH and retail events,” said Howard Nager, vice-president of business development and marketing at Sun Pacific. “We want to keep that momentum going for retailers the remainder of Cuties season with new Easter stickers on the fruit, as well as fun, spring-themed content and ideas that will drive parents to stores in March and early April.”
