Millennials are a highly important demographic group for grocery retailers as they account for 80 million people in the US, the largest adult demographic today. One in four millennials are parents – including 90 percent of all new moms, making products that appeal to moms and kids a key consideration in attracting and driving sales with this coveted demographic.
That’s been a critical part of Cuties – the sweet, seedless, easy-to-peel clementines – success. “Cuties is the preferred brand with millennial moms,” says Victoria Nuevo-Celeste, vice president of marketing for Sun Pacific, the parent company of Cuties. “Our success with millennials moms comes from a deep understanding of what is important to them. That’s also critical to us in helping retailers understand why our brand brings value to their stores.”
Cuties are grown with love
“The millennial mom is concerned about food and its origin. She wants to create a better world for her children and have them make good decisions on their own,” said Nuevo-Celeste. “That’s why we have developed a communication campaign that focuses on where Cuties come from, showcasing that Cuties are grown in California with great care and the attention to quality that these moms want.” As part of the campaign, Sun Pacific is introducing a new version of their “Lil’ Zipper” character, brought to life as a 3D character, similar to what children see in popular kids videos today. A series of videos will showcase what the ‘world of Cuties’ is like. “It is a world we have created for kids, showing the happy place where Cuties are grown. The transparency we are providing into the world of Cuties is meant to peak children’s curiosity and entice them to make healthy choices on their own” mentioned Nuevo-Celeste. The video content will be seen through a variety of digital media, as well as in theatres nationwide.
New acreage and new partnerships
Cuties are available from November through April, with the clementine variety available November to January and Murcotts from late January through April. Cuties are the fastest-selling clementine, generating the highest dollar volume per store per week. With existing and new acreage coming into peak production and with new stronger outside grower relationships, Sun Pacific expects a much larger crop of its Tango and Murcott Cuties varieties in the second half of the season.
For more information:
Victoria Nuevo-Celeste
Sun Pacific
Tel: 626-993-6256