POM Wonderful is kicking off the 2021 California pomegranate season with its largest digital marketing campaign to raise brand awareness and continue to drive category growth. Unveiled in the campaign is new branding for POM Wonderful Pomegranate Fresh Arils, the No. 1 aril brand in total sales, brand awareness and velocity in the U.S.
Previously known as POM POMS, the new branding and packaging coupled with the digital campaign helps to reinforce the connection for consumers that POM Wonderful Pomegranate Fresh Arils are sourced straight from POM Wonderful pomegranates. They may be enjoyed as a snack or used to elevate a variety of dishes, especially during the holidays.
The digital campaign, part of a multi-million-dollar marketing investment, consists of two new epicurean and antioxidant campaigns, highlighting POM Wonderful Pomegranate Fresh Arils as the easy way to enjoy pomegranates.
Through the “Insta-Antioxidants” digital campaign, a whole POM Wonderful pomegranate is harvested at peak freshness and quickly transformed into a POM Pomegranate Arils cup, then directly into a kitchen creation, showing the ease with which consumers can enjoy POM Pomegranate Arils.
“We are thrilled to kick off our 2021 season with new branding supported by our biggest digital marketing campaign, showcasing the ease of enjoying antioxidants with POM Wonderful Pomegranate Fresh Arils,” said Stacey Anker, director of marketing for POM Wonderful. “With the holidays approaching, we hope to inspire consumers to use POM Arils in their holiday spreads to add the perfect pop of ruby-red color and antioxidant goodness.”
The POM Wonderful Pomegranate Fresh Arils epicurean campaign will focus on recipes that include strong pomegranate flavors. From appetizers to desserts and cocktails, consumers will be inspired to use POM Wonderful Pomegranate Fresh Arils in their favorite dishes this holiday season. New recipes will be posted on the POM Wonderful social media accounts, as well as the POM Wonderful website.
“As the No 1. arils brand sold nationwide, we are excited to see POM drive category growth and raise consumer awareness for snacking and epicurean uses of fresh pomegranates,” said Adam Cooper, SVP of marketing for The Wonderful Co. “With the ‘Insta-Antioxidant’ campaign, we hope to showcase how quickly and easily consumers can enjoy pomegranate arils, while also benefiting from the antioxidant power of POM.”
The campaign was created by The Wonderful Co.’s in-house creative team, Wonderful Agency, and includes digital advertisements on Facebook, Instagram, Pinterest and Snapchat, as well as shopper marketing, consumer public relations, new POS materials and a November FSI.
