PASADENA, CA - Cuties probably isn’t on your Snapchat contact list, but with a fun new millennial-minded marketing strategy, you might consider adding them ASAP. The kid-friendly clementine brand now interacts with consumers via social media, helping Cuties become parents’ most preferred mandarin and their favorite healthy snack brand. According to the 2017 Brand Love Study, released by youth research firm Smarty Pants, Cuties posted a 43-point increase from the 2016 study, placing it at number 13 on the list of top 50 parent-preferred brands.
“The Brand Love study is great affirmation that our approach to creating strong relationships with parents–especially Millennials, who are now the largest generation–is working,” said Howard Nager, Vice President of Business Development at Sun Pacific, the grower and shipper of Cuties. “Millennials represent immense purchasing power now and in the future. It’s why we spend a great deal of time learning about what’s important to them, and use those insights to guide our marketing efforts.”
Cuties’ success comes after being one of the first produce brands to customize two marketing programs on the popular messaging platform Snapchat. The brand’s Snapchat lens saw nearly 70 million brand exposures in 24 hours, more than four times exceeding Snapchat’s benchmark for interactions. Cuties also invited fans to create custom sticker designs using Snapchat’s drawing tools and icons for a chance to have them printed and placed on fruit this season. Nine of the most creative submissions were selected, and are now in production to appear on Cuties this November.
“Our Snapchat sticker contest is a great example of how we’re working to develop deeper relationships with our customers and fans,” said Nager. “By inviting parents and their kids to create content with us, they’re developing a connection with Cuties that will lead to increased preference and loyalty in the long-term.”
Keep your eyes peeled for Cuties' return to the produce aisle this November, and for more produce industry updates from AndNowUKnow.
