Cuties, the brand that pioneered California-grown mandarins in America, is currently celebrating the return of Cuties season with an integrated multimedia campaign to bring sunshine to parents and kids across the country.
“100 Days of Sunshine,” created by Bailey Lauerman, is a movement to encourage families to share sweetness during a time of year when days are shorter and the holidays are in full swing. The campaign is anchored by a partnership with iHeartMedia which leverages OOH, digital, targeted radio and influencers such as Ryan Seacrest and Mario Lopez to engage listeners through contests designed to spread kindness.
“We grow this sweet little seedless fruit in sunny California and present it to the world during the winter season, a time when people are craving a little extra cheer,” said Howard Nager, vice president marketing and business development at Sun Pacific, the grower and shipper of Cuties. “With 100 Days of Sunshine, we’re leveraging our unique timing in the market place and celebrating the happiness we bring to families across the country.”
The cornerstone of the campaign is a Cuties Correspondent contest, in which parents submit videos of their kids explaining what sweetness means to them. One winner will interview artists at iHeartRadio’s popular Jingle Ball holiday concert tour featuring Top 40 artists such as Taylor Swift, Ed Sheeran and Demi Lovato.
Cuties is also sharing hundreds of sweet, family-friendly activities on its Facebook and Instagram channels and online at CutiesCitrus.com. Integrated trade advertisements and PR are also helping drive B2B awareness among key retailers for the brand. The “100 Days of Sunshine” campaign kicked off November 1.
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