“We have continued to customize our toolkit based on real-time consumer feedback to help our retail partners meet their individual store goals and improve the overall shopping experience for their shoppers,” said Cassie Howard, senior director of category management and marketing at Sunkist Growers Inc.
A recent Sunkist-commissioned study revealed when consumers were asked what advertisements incentivized direct citrus purchases, over 50 percent of shoppers prioritized recipe inspiration. “Our interactive point-of-sale materials are available for every variety within our robust portfolio, along with data-driven pack sizes, limited-edition cartons, and interchangeable bin header and header cards that illustrate innovative ways for retailers to integrate citrus during key promotional periods to drive sales.”
The cooperative has created a new commercial spot to pay homage to its milestone anniversary season, showing how Sunkist citrus can help instill healthy habits at-home for consumers everywhere, every day. The new streaming commercial highlights the nostalgia and shared pastimes when enjoying a Sunkist orange, and viewers are given a glimpse into the natural beauty and magic of a real California citrus grove and reminded how Sunkist has played a role in brightening life’s most memorable moments.
“The commercial also touches on two key purchase motivators recent data reveals with increased consumer interest in knowing where food comes from, and how it’s grown/picked,” said Howard. “Sparking joy can be a real purchase motivator, and with consumers spending increasing amounts of time online these days, brightening feeds with memorable content will be key to keeping citrus top of mind for shoppers making grocery lists.”
IFPA Global Show attendees can visit the Peel Good Citrus Sunkist booth (No. 2039), which will feature a live-cooking demonstration and a sampling of delicious Grapefruit Croissants, Lemon Béchamel and Fennel Brioche, along with all-day service of orange-infused tea. Additionally, Sunkist will be hosting a virtual reality experience that transports attendees into a real California citrus grove to be immersed in the full ‘arm-to-table experience and learn how citrus is picked, washed, sorted, packed and shipped.
