Wonderful Halos entering second year of promotional campaign
Wonderful Halos entering second year of promotional campaign
"Wonderful Halos," the easy-peel variety of Mandarin oranges marketed by Paramount Citrus, is entering the second year of an unprecedented multi-million dollar promotional campaign and will feature new television spots and point-of-sale materials to drive consumption.
Delano, CA-based Paramount Citrus brought "Wonderful Halos" to the market last year after previously marketing easy-peel Mandarins under the "Cuties" brand in partnership with Sun Pacific Cos.
When announcing the launch of "Wonderful Halos" last year, Paramount backed its introduction with the announcement of a $100 million five-year promotional plan.
In year two of the promotional program, Paramount said another $20 million will be dedicated toward "Wonderful Halos." Highlighting the year two program are four new 15-second television spots that will air on early morning, prime, syndicated and cable television programs. The commercials, which began airing Nov. 10, showcase how "Wonderful Halos" are the perfect snack for the entire family to enjoy, and they capture the extent to which kids will go to get them.
Additionally, a Halos interactive mobile app, "Halos Fun," is available in the App Store and Google Play to promote healthy snacking with the popular fruit.
Paramount bolstered its supply of "Wonderful Halos" last month when it entered into a partnership with Mulholland Citrus, one of the top California-based Mandarin farming, packing and sales operations, under which Paramount is now the exclusive sales agent for Mulholland's Mandarins.
The partnership strengthens the ability of the Halos program to broaden the branded market and reach a wider set of consumers, according to a news release issued by Paramount.
