Pasadena, California-based Sun Pacific has launched a new marketing campaign for its Cuties brand as the company looks to build on strong momentum in the mandarin category heading into the season.
The campaign, titled “Irresistibly Cute,” highlights the attributes that have long defined the Cuties brand – sweetness, convenience and family appeal – while leaning into a playful tone designed to resonate with shoppers during the holiday season and beyond.
Cuties was the first mandarin brand to achieve coast-to-coast availability when it debuted in 2002, helping introduce millions of consumers to easy-to-peel, seedless mandarins and shaping the category’s growth nationwide. Sun Pacific said the new campaign reflects both the brand’s leadership position and its goal of maintaining a strong emotional connection with shoppers.
“This season, we’re launching a campaign that is unapologetically and irresistibly cute,” said Sarah Deaton, director of marketing at Sun Pacific. “No other brand owns cuteness like Cuties does. We’re serving up smiles with a side of vitamin C, and we’re not toning the cuteness down for anyone.”
The campaign will roll out across digital advertising, social media, influencer partnerships and in-store activations. Retailers are being encouraged to support the effort through new Cuties merchandising “Wow” displays designed to drive visibility and shopper engagement in the produce department.
According to Circana data, the mandarin category recorded nearly $1.8 billion in domestic sales during the most recent winter season. Cuties remains the largest mandarin brand in dollar sales and the fastest growing, outpacing competitors by nearly 10 percent. The brand also leads in average weekly sales per store and repeat purchase rates, with 61 percent of shoppers returning to buy Cuties and more new consumers purchasing the brand than any competitor.
Sun Pacific also has refreshed the Cuties website to align with the new campaign, adding wellness information, crafts and activities, recipes and snacking ideas. The company said the updates are designed to keep shoppers engaged while supporting repeat purchases at retail. Consumers can also join the Cuties Club for digital coupons and promotional offers.
Retailers interested in custom merchandising or promotional programs are encouraged to work directly with Sun Pacific sales representatives.
[RELATED: IFPA State Of The Industry Highlights Advocacy Progress, Innovations, Opportunities]