US mandarin brand set to debut two new television advertisements that focus on its popularity as a healthy snack item
Californian mandarin brand Wonderful Halos has launched its first integrated US marketing campaign in five years, with a major new promotion designed to position the product as an irresistible snack for US consumers.
Called Hands Off My Halos, two new television commercials depict the extremes that kids might go to in order to defend their last mandarin – reporting their parents to the tax authorities, or sabotaging their car’s brakes.
“We are thrilled to blend this playful creative with laugh-out-loud moments to show just how much both kids and parents love Wonderful Halos,” commented Jennifer Hirano, vice-president of marketing at brand owner The Wonderful Company.
“Parents are overwhelmed with decisions every day and feel especially pressured when it comes to selecting what they are feeding their kids. Halos are always a win as a healthy, sweet snack for kids and parents alike – just don’t take the last one!”
Screen return
Seedless and easy to peel, Wonderful Halos are described by the company as the world’s sweetest mandarins, and a tasty and healthy snack whether they are enjoyed at home or on the go.
For the first time in seven years, an accompanying television campaign will air on Amazon Prime, Disney Plus, Hulu, and NBC Peacock.
In addition, the campaign will feature in social media, out-of-home advertising, experiential events, brand partnerships, and a point-of-sale display programme. This is expected to reach millions of consumers online and in stores across the country.
The Wonderful Company’s in-house creative team at Wonderful Agency, led by chief creative officer Bobby Pearce, developed the campaign.
“From mischievous antics to cheeky retaliations, the campaign is a fun, lighthearted way to celebrate a snack that’s adored by the whole family, even if stealing the last one might have some unlikely consequences,” said Pearce.
“We aimed to capture how Halos are irresistible and everyone’s favourite healthy snack, no matter the age.”
Wonderful Halos’ social media mascot Hal the Halo, which features on stickers applied to each piece of fruit, recently featured in the brand’s largest-ever TikTok campaign.
