Wonderful Halos, the product that put Los Angeles-based Wonderful Citrus on the map, is getting a marketing boost this season with a targeted, multi-million-dollar campaign that includes social media, in-store POS displays and a collection of colorful stickers.
It comes on the heels of last season’s regionally targeted social media campaign, which drove higher sales growth for Wonderful in ad markets versus non-ad markets.
Wonderful Halos is also launching an updated POS lineup, including a new Halos spectacular display and holiday-themed accessories that will be available for the California season.
The company is also leveraging its online presence to increase awareness and engagement with its consumers by sharing promotions, hosting giveaways and interacting with followers across its social media channels. Wonderful also relaunched its Wonderful Halos website, which has lots of recipes and craft inspiration, along with nutrition facts.
Over the past two years, Wonderful has seen soaring interest in citrus subcategories for their functional benefits — highlighted by their high Vitamin C levels — and convenience, said Zak Laffite, the company’s president.
“As pre-pandemic routines reemerge, consumers are seeking good-for-you snacks they can enjoy on-the-go and incorporate into their healthier lifestyles, especially ones offered by citrus.”