The Wonderful Company Heads to PMA Fresh Summit with New Flavors, Marketing Campaigns, and More
- by Kayla Webb
LOS ANGELES, CA - There’s less than a week left until the great PMA Fresh Summit, and if you’re still wondering what your game plan is to ensure your show experience this year is positively wonderful…well, the only tip I have is to stop booth #3443 to see The Wonderful Company.
With too many product debuts, innovations, and marketing campaigns to list, The Wonderful Company is taking PMA by force with a mega-booth to match its mega-year. I spoke with Adam Cooper, Vice President of Marketing, to see if I could tease out some spoilers of what the company has up its sleeve pre-PMA.
“PMA is a great place for everyone to get together and talk about what’s working and what the opportunity areas are across the industry. We at Wonderful love to highlight all the great things we’re doing,” Adam tells me. “For the first time ever, we’re going to have a new separate booth next to our core booth that highlights the Wonderful story. The second booth will talk about vertical integration across all our orchards and plants, as well as all of our social responsibility efforts. This year, we’re excited to feature that whole story, from seed to shelf, to the retailers.”
Over the last ten years, The Wonderful Company has invested over one billion dollars into brand marketing and building iconic healthy brands. To celebrate this milestone, the company is launching its first-ever ongoing consumer campaign that features the entire Wonderful portfolio—from Halos to POM to Pistachios, and even Fiji Water—in one Times Square billboard. Adam reveals that more than half of U.S. households buy a Wonderful product each year and that the new billboard aims to increase that number by connecting the dots between all of Wonderful’s brands.
“This is the first time we’ve ever done something like this,” Adam says. “All of Wonderful’s brands are refreshing, healthy and iconic, and we want consumers to see the Wonderful name and know they can trust it, no matter what new flavor, variety, or brand we’re promoting. The ad just launched and should be in Times Square now!”
In addition, The Wonderful Company is also expanding its Wonderful Pistachios line with new No Shell flavors—Honey Roasted and Chili Roasted—which will be on display for consumers to see before the product launches in mid-2019.
“The No Shells Pistachio brand has grown 30 percent, becoming the fastest growing snack brand in its category—progress we’re very excited about. Now we’re treating the new No Shells like a new brand, which includes in-store POS and advertising programs that will keep consumers excited about the No Shells Pistachio brand until the new flavors’ official release next spring,” Adam notes.
And, if you haven’t been keeping up with Halos’ and POM’s latest accomplishments, Wonderful will be celebrating those as well in Orlando. That means The Wonderful Company’s booth will showcase the exciting new Times Square billboard, the new packaging for the new No Shells flavors as well as Wonderful Pistachios’ football-themed POS, and the new Halos POS materials including the new Halos fruit stands and the last-season favorite Halos trees.
Adam chimes in, “And, of course, you can get as much POM Wonderful as you want.”
Sounds like the booth to be at, if you ask me!