When the darkness of winter comes, the fruit company Sun Pacific trots out its favored mandarin orange brand, Cuties. A new Cuties campaign, called ‘100 Days of Sunshine,’ is letting people do more than just peel the citrusy sweet produce.
The brand, working with agency of record Bailey Lauerman, kicks off the Cuties season by appealing to millennial parents with children aged six to 10. It features new sticker designs crowdsourced on Snapchat from parents and children, a social influencer angle, a new jingle and tie-ins with iHeartRadio stations and personalities.
The Cuties brand was recently awarded the most preferred produce brand by the 2017 Brand Love Study.
“We grow this sweet little seedless fruit in sunny California and present it into the world during the winter season, a time when people are craving a little extra cheer,” said Howard Nager, vice president of business development at Sun Pacific. “With 100 days of sunshine, we’re leveraging our unique timing in the marketplace and celebrating the happiness we bring to families across the country.”
The cornerstone of the campaign is a contest around iHeartRadio's Jingle Ball tour – the radio company’s signature 12-stop tour that features some of today’s most popular recording artists. A ‘Cuties Correspondent’ contest will invite kids to enter for a chance to be the first kid to interview celebrities on the red carpet at the Jingle Ball in Miami, Florida on December 17.
Other elements of the iHeart program include radio celebrities Mario Lopez, Ryan Seacrest and Bobby Bones anchoring the 100-day campaign on-air and online, plus daily activations on radio, social media (#100DaysofSunshine), digital and outdoor messaging and live events, a custom ‘buddy bench’ signed by red carpet stars at the Jingle Ball, which will be donated to a local playground.
Cuties has also selected a network of 100 influencers, tagged with millennial followings, to support the idea of “sharing sweetness” throughout the season. The influencers include experts in family fun, cooking and crafts, such as Best Friends for Frosting and Sugar Bee Crafts.
Nine new product stickers will make their way onto the sweet fruit, the result of a Snapchat contest held earlier this year which invited parents and their kids to create content with the brand. Followers were encouraged to draw their own Cuties artwork from within the platform. Of the drawings submitted, the winning pieces were then translated by Cuties design team as product stickers.
“It’s rare to work with a food that both parents and children love,” said Greg Andersen, chief executive of Bailey Lauerman. “We think millennial parents will respond to the idea of spreading a little sweetness and we are looking forward to a strong season for the Cuties brand.”