PASADENA, CA – Tapping in on well-researched consumer demand, Cuties® is ramping up to make a bolstered push in the produce section. Sun Pacific has specifically cultivated a new marketing effort in order to engage a powerful new demographic–millennials.
“Cuties is the preferred mandarin brand of millennials. This generation is a savvy and discerning group of consumers that are loyal to brands that demonstrate that they understand and support what’s important to them, and build a direct relationship based on shared values,” said Victoria Nuevo-Celeste, Vice President of Marketing for Sun Pacific. “That’s why we did research to ask millennial moms what it is about Cuties that’s meaningful to them, and then created ways to engage them that are very authentic.”
This new marketing push encompasses enhanced, packaging, in-store merchandising designs, and a national FSI to occur on December 4, all to help retailers drive traffic to the produce department. The marketing campaign also highlights a 30-second animated video, which will premiere in the following places:
- Hulu
- YouTube
- The Disney Channel App
- Other digital channels
These mediums were specifically chosen based on where millennials and their kids spend the most viewing time, according to a press release. Featuring ‘Lil’ Zipper’, the iconic Cuties character, the spot shows viewers where Cuties come from. The company stated that the spot will also find its way to the big screen in movie theater advertisements in key markets.
See the must-view video below, and experience the personal connection that immediately transported this viewer straight into a Cuties frame of mind.
The latest Cuties marketing campaign invites both the parent and child consumers into the world of Cuties, and demonstrating how the mandarins are grown with love and care by a dedicated family of growers. The Cuties delivered to retailers on the shelf are only of the highest-quality so parents can feel good about giving fresh fruits to their kids.
“The animation concept captures the attention of both moms and kids in a really positive way,” continued Nuevo-Celeste. “Our research showed that more than 7 in 10 moms look for kid-friendly brands as a way to get their kids to eat more fruits and vegetables. And the #1 kid-friendly brand they thought of? Cuties!”
Sun Pacific has found that with 80 million consumers and growing, the millennial segment is the largest adult demographic. The company also stated that at the forefront of the group, is millennial moms which make up 90 percent of new moms.
Cuties conducted research through global marketing research company IPSOS to discover that one topic most important to the millennial mother is ensuring that their kids have a connection to the food they consumer. This research indicated that more than 9 in 10 millennial moms find it of import for their kids to have that connection, with more than three-quarters of that same group actively pursuing activities to help their kids learn just that.
Moms and kids alike will be able to tap in on a Cuties connection even further by being able to virtually interact with real growers on social media, to learn even more about the fruit. Moms and kids will also have a chance to design a Cuties stickers themselves, possibly garnering their artwork on the fruit for the 2017/18 season.
Where is the Cuties marketing push heading next? Sun Pacific will also debut a series of three other short videos to divulge further on the Cuties quality story.
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