Wonderful Halos, the renowned seedless mandarin brand, made a significant move on Monday by launching its first national integrated marketing campaign in half a decade. This initiative was shared with Marketing Dive and holds great importance for the brand's future. "Discover the Fun with Wonderful Halos' New Campaign"
Commercials that Spark Laughter and Connection
The "Hands Off My Halos" campaign features two highly engaging commercials. In the "IRS" commercial, a mother apologizes for taking the last Halo, only to have her daughter offer condolences for ratting her out to the IRS. This showcases the lengths children will go to protect their beloved Halos. In the "Braking Bad" ad, a father apologizes for taking the last Halo, only to find out his son got revenge by cutting his brake lines. These commercials not only bring out the humor but also highlight the strong bond between parents and children over Wonderful Halos.The spots will be aired on popular platforms like Amazon Prime, Disney+, Hulu, and Peacock, reaching a wide audience. This could potentially attract younger parents who prefer streaming over traditional linear TV.
Expanding Marketing Reach Beyond Television
The "Hands Off My Halos" campaign extends beyond television to social media, out-of-home displays, experiential events, and brand partnerships. On social media, the brand's in-house creative team, the Wonderful Agency led by Chief Creative Officer Bobby Pearce, is leveraging the power of platforms to engage with audiences. Out-of-home campaigns like the nearly 80 car wraps on Uber and Lyft vehicles for Wonderful Pistachios help promote the brand. During the colder months, when parents are looking for vitamin C-packed foods like citrus fruits to combat colds, this expanded marketing reach can introduce Wonderful Halos to a wider audience.
Building Brand Loyalty with Different Audiences
Wonderful Halos is showcasing how much children love to keep the seedless mandarins for themselves with this campaign. It helps build loyalty with both younger and older audiences alike. By highlighting the favor held for Wonderful Halos, the brand is creating a lasting connection.Before this recent campaign, in 2019, Wonderful Halos launched a multimillion-dollar integrated campaign, "The Checks-All-The-Boxes Box," which encouraged parents to choose the brand during snack time.The Wonderful Company, a privately held billion global entity, also owns other brands such as Wonderful Pistachios, Fiji Water, Pom Wonderful, and Teleflora. In August, Wonderful Pistachios launched an out-of-home campaign, and this year, Teleflora launched a "Believe in Love" campaign featuring real couples.These various marketing efforts by the Wonderful Company showcase its commitment to growing its brands and reaching different audiences through diverse channels.
