Wonderful Campaign Drives Sales
Halos targets adults and children through TV, print, digital and in-store
BRAND: Wonderful Halos
KEY INSIGHT: Adults, as well as children, are challenged with making healthy decisions every day. More than half of consumers who purchase mandarins make the decision to purchase in-store.
ACTIVATION: A campaign combining TV, print and digital builds consumer awareness and demand for the product. Impactful in-store displays enabled stores to effectively merchandise the product.
Los Angeles — The Wonderful Co. has expanded its marketing campaign promoting Wonderful Halos in its second year, this time also targeting adults. The “Good Choice, Kid” program initially targeted children, but company research indicated that older shoppers turn to Halos, or California mandarins, as well, says Adam Cooper, Wonderful Co. vice president of marketing.
The campaign is part of an integrated approach aimed at driving sales, demand and increased market share in-store and out-of-store. The objective is to capture consumers’ attention by creating a unique and fun way for customers to easily identify the product and be compelled to purchase it.
“Combined with our national TV campaign, print and digital offerings, our approach is continuing to build consumer awareness and demand for Halos throughout the season, November through May,” Cooper says.
In 2016, the campaign launched with four national and local TV spots featuring children facing dilemmas and promoting Halos as a good choice. In November 2017, Halos introduced two TV spots aimed at adults. With this added focus, the campaign reaches people of all ages and challenges them to make healthy decisions.
The TV campaign is complemented by the company’s largest digital program to date as well as print, national FSIs, public relations, social media and a dedicated influencer program. A digital billboard was featured in Times Square in New York. In stores, a POS display program brings to life Halos’ “Grove of Goodness” with a grove-to-store tractor and grove tree display, highlighting the process of delivering fresh California mandarins directly from farm to table.
The displays are a key element of the campaign’s success. More than half of consumers who purchase mandarins make the decision to purchase in-store and 96% of Halos’ inventory sells through displays, Cooper says. “The Wonderful Halos brand makes it easier than ever for our more than 20,000 retail stores to merchandise in-store by utilizing our captivating, high-graphic packaging and eye-catching POS displays,” he says.
Wonderful Citrus – the Wonderful Co. division that grows, packs and ships citrus – sends the Halos POS displays directly to its stores and employs 175 sales merchandisers to help with setup. The compact display also allows retailers with a smaller footprint to position it in secondary locations such as near the deli and checkout.
The campaign had success early on, Cooper says. “We’ve not only experienced the fastest start to the season with double-digit growth in sales, but the overwhelmingly glowing response received at the retailer level has been tremendous. To date, we have shipped more Halos POS materials than the entire last season, and some stores that are utilizing our new displays have already doubled their velocity of Halos.”
The Wonderful Co.’s in-house team, led by chief creative officer Darren Moran, developed the campaign.