June 10, 2014

Sun Pacific Cuties Hires Bailey Lauerman as Agency of Record

Cuties®—America’s favorite brand of California Clementines and Mandarins from Sun Pacific®—has hired our team as the brand’s new agency of record. We will lead brand strategy, creative development, media strategy, planning and placement and public relations for Cuties, as well as additional brands and products within the Sun Pacific portfolio. Back in the early 2000s, Sun Pacific pioneered California grown mandarins. Today, they farm more than 30 thousand acres of fresh fruit and Sun Pacific is the exclusive grower and distributor of Cuties Clementines and Mandarins.

“We were very focused on finding a partner that was culturally compatible with our team, in addition to having phenomenal strategy and creative work,” said Victoria Nuevo-Celeste, vice president of marketing for Sun Pacific. “Bailey Lauerman demonstrated a deep understanding of our business and a passion for our products. Our new partnership will be vital as we continue to bring sweet, delicious, easy to peel Cuties and other branded fruit to American families.”

“When you look at the produce category, Sun Pacific has done a remarkable job of creating brand preference and equity in something so simple—fresh mandarins,” said Andy Fletcher, chief executive officer for Bailey Lauerman. “To have the opportunity to work with such an adored brand is just really, really exciting for our team. We may be many miles from Southern California, but our agricultural Nebraska roots give us a great appreciation for Sun Pacific’s orchard farming operations and the rapid growth potential of the Cuties brand.”

Our tasks begin immediately—preparing new Cuties work for the Produce Marketing Association’s Fresh Summit Convention + Expo in October, with consumer work debuting shortly thereafter—all with an eye toward Cuties season, which runs from November through April.

Cuties is the second California-based client to hire Bailey Lauerman in 2014, and joins a notable group of new clients the agency has welcomed since receiving the Small Agency of the Year recognition from Advertising Age, including The Mutual Fund Store, Panda Express, IMG Academy and Branson Convention and Visitors Bureau.


Catch up on the latest BL news – industry, culture, awards and more.

We Promise It’s Worth It

Peruse our latest client work, check out our accomplishments and bookmark insights from the Everything In Between.