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Paramount to put $20 million behind top-selling ‘Halos’ Mandarins again

When Paramount Citrus Cooperative in Delano, CA, launched “Wonderful Halos” as a new brand last year, “we committed the largest marketing campaign to date in the citrus industry — a record $100 million in the brand’s first five years, with $20 million spent the first year,” Jasmine Hodari, vice president of marketing for Paramount Citrus, said in a written statement to The Produce News.

“In just our first year, we became the No. 1 selling Mandarin brand,” she said.

Paramount will “continue that commitment to marketing that ‘Wonderful’ brands is known for, as we have a history of turning commodities into successful brands,” Hodari continued. “This season, starting in November, we’ll invest $20 million in marketing, including national television, four national FSIs throughout the season, in-store displays, as well as digital and PR support.”

13-CalCitrus-Paramount-Halo During the 2013-14 season, “as the Mandarin market leader, we outsold the competitors and brought record-setting prices to our retail partners, established a strong digital presence with top organic placements on Google and an engaged social media community, successfully launched our kid-friendly Halos Fun app with nearly perfect user ratings and generated more than 200 million consumer impressions through public relations,” Hodari said in the statement.

“We’re thrilled Halos became the top-selling Mandarin brand in our first season,” she said. “Our advertising helped gain mass awareness, and we’re increasing our investment in TV. When we decided to launch a new Mandarin brand, we were always committed to building a strong brand, and we’re well on our way.”

Upon its launch, “Wonderful Halos” Mandarins joined the portfolio of Wonderful Brands, which includes “Wonderful Pistachios,” “Wonderful Almonds,” “Wonderful Almond Accents” and “Pom Wonderful,” according to a June 2013 press release announcing the launch. Those brands are sold at major retail outlets throughout the United States and Canada, the release stated.

The benefit to retail produce buyers of the new brand and the campaign behind it derives largely from the “major, perhaps unparalleled, financial commitment to marketing and advertising the brand,” according to Paramount Citrus President David Kraus. The campaign will be designed to build consumer awareness “around the quality of the product, the consistency, the fantastic attributes the product has for all consumers,” although the message will primarily be targeted to moms and kids, Kraus told The Produce News in a 2013 interview.

The newest addition to the “Wonderful” lineup is “Wonderful Sweet Scarletts,” Hodari said in the October 2014 statement. Grown not in California but in Texas, they are “the sweetest, best-tasting, premium Texas red grapefruits.” They will be in the produce aisles from November through May nationwide and in Canada.

Paramount Citrus is one of North America’s largest citrus growers, and “now we have secured a majority share of the Texas red grapefruit market, furthering our position as the one-stop citrus shop,” Hodari said. “Wonderful Sweet Scarletts” will be backed by an integrated marketing campaign “complete with a print campaign, national FSIs, PR, point of sale, and in-store activations and graphics that create those cart-stopping moments in the produce section.”

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