Supermarket Perimeter - February 2025 - 54

Produce
Citrus
By Andy Nelson
VOLUMES ARE BIG AND QUALITY EXCELLENT in the 2024-25
California citrus crops, creating plenty of promotional possibilities for
grocery retailers.
The Wonderful Halos season began in November and will go through
May, before the deal transitions to summer imports, said Zak Laffite,
president of Wonderful Citrus.
The quality of this season's clementine Halos has been excellent,
ensuring a smooth transition to Wonderful's mandarin Halos.
The Wonderful Seedless Lemons season is well underway, with
year-round coverage with national distribution in some of the biggest
US retailers, including Whole Foods, Walmart, Trader Joes, and Kroger,
Laffite said.
" The increased supply and maturing crop have provided exciting
opportunities for growth within the category. "
Last but not least, Wonderful's California navel and cara caras are on
the small side, but volumes are up and quality is good, Laffite said.
Wonderful's aggressive marketing campaigns for its Halos and
Seedless Lemons have been well received by both customers and
consumers, Laffite said.
On tap for 2025, Wonderful is continuing to take Hal the Halo, the
Halos mascot, on various adventures in a fun TikTok video series,
perfect for kids and parents alike.
It's the brand's largest TikTok campaign to date, with three times
more media investment than last season.
Wonderful is also leveraging
its online presence to increase
awareness and engagement with
consumers by sharing promotions,
hosting giveaways and interacting
with our followers across its social
media channels.
Halos' POS lineup also continues to
drive strong performance in-stores,
including new small-format POS
displays that are enabling effective
merchandising in smaller retail
formats and winter holidaythemed
displays that generated
excitement with shoppers in
December, Laffite said.
The brand's seasonal
basketball-themed
displays will also return
throughout the country
this year.
54 - FEBRUARY 2025
supermarketperimeter.com
Wonderful Company urges
" Hands off my Halos "
The Wonderful Company recently launched its first
national integrated marketing campaign for Halos
in five years, " Hands Off My Halos, " designed
specifically for the big screen.
The campaign features two new commercials
highlighting Wonderful Halos as an irresistible snack
both kids and parents love by capturing the extreme
lengths kids will go to if anyone tries to take their last
Halos mandarin.
Whether it's reporting their mom to the IRS or
cutting the brake lines on their dad's car, it's clear
that kids will go to extreme lengths if anyone
tries to take their favorite snack. The integrated
campaign has received positive recognition in
advertising trade publications including Adweek,
AdAge and MediaPost, said Zak Laffite, president of
Wonderful Citrus.
" Hands Off My Halos " is the brand's first new
television campaign in seven years and airs on
Amazon Prime, Disney+, Hulu, and NBC Peacock.
The campaign extends to social media, out-ofhome,
experiential events, brand partnerships, and
Wonderful's in-store POS display program.
" We are thrilled to blend this playful creative with
laugh-out-loud moments to show just how much both
kids and parents love Wonderful Halos, " said Jennifer
Hirano, The Wonderful Company's vice president of
marketing. " Parents are overwhelmed with decisions
every day and feel especially pressured when it comes
to selecting what they are feeding their kids. Halos
are always a win as a healthy, sweet snack for kids and
parents alike - just don't take the last one. "
Wonderful Citrus, Sunkist
https://www.youtube.com/watch?v=4O1GH7_yBik https://www.youtube.com/watch?v=TZ2MqeR7N7U http://www.supermarketperimeter.com
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