Wonderful Halo brings back "Good Choice, Kid" campaign, focused on adults
Today Wonderful Halos, kicks off its 2017–2018 season with a strong crop and the return of its “Good Choice, Kid” campaign. With a new added focus on adults, the fully integrated campaign is designed to reach all ages, including “big kids” with two new commercials celebrating adults who are challenged to make good, healthy decisions in the face of temptation.
“We’ve always known that Wonderful Halos is the obvious choice for kids because they’re healthy, easy to peel, seedless and bursting with sweet flavor,” said Adam Cooper, vice president of marketing, The Wonderful Company.
“But our research shows that adults also turn to our California mandarins with the same enthusiasm, so these commercials present the perfect opportunity to extend our existing campaign and celebrate the good choices made by kids of all ages.”
Through a continued investment of $100 million in the first five years of the brand, these new commercials complement the existing “Good Choice, Kid” campaign. Halos will also be making its biggest digital investment yet, launching a robust influencer program, and increasing visibility across its social media platforms.
The campaign will be amplified by print, national FSIs, PR, a New York City Times Square digital billboard, and Wonderful Halos’ biggest in-store POS display program ever, bringing to life Halos’ “Grove of Goodness.” The all-new POS collection features a grove-to-store tractor and grove tree display, highlighting the process of delivering fresh California mandarins directly from farm-to-table.
The two new commercials along with the “Good Choice, Kid” campaign were created by The Wonderful Company’s in-house creative team, Wonderful Agency, led by new Chief Creative Officer Darren Moran. “In expanding the campaign to directly address adults’ snacking choices, we finally dispel the notion that with age comes wisdom. Adults are just as capable of making wrong-headed choices as kids are,” said Moran. “With these spots, we’re simply offering up a healthy but delicious alternative to runaway organs and ruined parties.”
Wonderful Halos announced its “Good Choice, Kid” campaign at the start of last mandarin season with four smart and witty television spots featuring children facing difficult choices in precariously, far-fetched hilarious situations. Scenarios included a doll-infested mansion, swapping snacks with a scary witch, running away to join the circus, and breaking into a construction site.
Both new and existing television commercials will air throughout the mandarin season in local and national markets as part of a multi-million dollar ad spend.
Wonderful Halos are in season now through May and available in 3- and 5-pound bags and 5-pound boxes in product aisles of grocery, mass and club stores nationwide.