This week, Cuties return to produce sections across the country, supported by a powerful marketing effort designed specifically to help retailers attract their most coveted shopper demographic—millennials. At 80 million strong, millennials are now the largest adult demographic, and make up 90 percent of new moms.
“This generation is a savvy and discerning group of consumers that are loyal to brands that demonstrate that they understand and support what’s important to them, and build a direct relationship based on shared values,” said Victoria Nuevo-Celeste, vice president of marketing for Sun Pacific. “That’s why we did research to ask millennial moms what it is about Cuties that’s meaningful to them, and then created ways to engage them that are very authentic.”
More than 9 in 10 millennial moms think it’s important for their kids to learn about where their food comes from—and more than three-quarters of those moms actively do things with their kids to help them learn just that.
This season, Cuties’ marketing campaign invites moms and kids into the world of Cuties, to see how they are grown with love and care by a family of growers, to deliver only the highest quality fruit that moms can feel good about giving their kids.
The campaign features a :30 animated spot starring an updated ‘Lil’ Zipper’—the iconic Cuties character—inviting moms and kids to see where Cuties come from. The spot will air primarily through Hulu, YouTube, The Disney Channel App, and other digital channels, based on where millennials and their kids spend most of their viewing time. It will also find its way to the big screen through movie theater advertising in key markets. The spot will be followed by a series of three other short videos that bring even more of the Cuties quality story to life.
“The animation concept captures the attention of both moms and kids in a really positive way,” said Nuevo-Celeste. “Our research1 showed that more than 7 in 10 moms look for kid-friendly brands as a way to get their kids to eat more fruits and vegetables. And the #1 kid-friendly brand they thought of? Cuties!”
Moms and kids will be able to interact virtually via social media with real growers to learn even more about Cuties. And they’ll have a chance to be a part of the Cuties story by designing a Cuties sticker for a chance to have their artwork on fruit during the 2017/18 season. The campaign also features enhanced packaging and in-store merchandising design, and a national FSI on December 4th, to help retailers continue to drive traffic to the produce department.
¹ Based on data from Cuties’ Millennial Moms study, October 2016, fielded by IPSOS.®
Contact:
Mary Palu
Tel: 402-650-1814