Challenge: Sun Pacific needed to continue to enhance its market share and consumers’ preference for Cuties clementines. With its competition outspending them on advertising, how could we get parents, and kids, to choose Cuties over any other clementine brand?
Solution: The answer was simple. Through our research, we found that more than 9 in 10 millennial moms thought it was important for their kids to know more about where their food comes from. To help educate consumers on this important subject, and build on the brand’s sweet and cute reputation, we created the “Grown with love for those you love” campaign, showing the origins of Cuties and their positive effect on the world. Through an animated TV spot and online videos, interactive engagement ads on Hulu, an updated site, and even a sponsored lens and sticker contest on Snapchat, we helped differentiate the brand from its competition.
CutiesCitrus.com Homepage
CutiesCitrus.com Recipe Page
Out-of-Home Billboard
Snapchat Sticker Contest (User Submissions on Left, Produced Versions on Right)
Results: The advertising from late 2016 to early 2017 increased brand preference for Cuties to an amazing 71%. The online videos were viewed over 10 million times on YouTube while the sponsored Snapchat lens performed 400% better than the benchmark with nearly 70 million total impressions, 3 million shares and 30 million views from the shares.
Agency: Bailey Lauerman
Role: Associate Creative Director, Head of Digital
Role: Associate Creative Director, Head of Digital
