Dive Brief:
- Wonderful Halos, the seedless mandarin brand, launched its first national integrated marketing campaign in five years on Monday, per details shared with Marketing Dive.
- “Hands Off My Halos” features two commercials that poke fun at the lengths kids will go to if their parents take from their Halos stash. The campaign will air on Amazon Prime, Disney+, Hulu and Peacock.
- The effort will extend to social media, out-of-home, experiential events, brand partnerships and the marketer’s in-store displays. The effort arrives as the brand, owned by The Wonderful Company, steps up its marketing, including through a recently launched TikTok campaign.
Dive Insight:
Wonderful Halos is showcasing the great lengths children will go to keep the seedless mandarins for themselves with its playful “Hands Off My Halos” campaign, an effort that marks the brand’s first integrated campaign in half a decade. The campaign spotlights the favor held for Wonderful Halos by both parents and their children, a move that could help the brand grow loyalty with younger and older audiences alike.
Central to the effort are two commercials. The first, “IRS,” begins with a mother apologizing for taking the last Halo before her daughter accepts her apology and offers condolences of her own for ratting her mother out to the IRS. A second ad, “Braking Bad,” a homophone play on the show with the same name, sees a father apologize to his son for taking the last Halo, only to discover that the boy got even with his dad by cutting his brake lines.
The spots, which will run across platforms like Hulu and Peacock, could help Wonderful Halos attract younger parents who are more likely to prefer streaming over linear TV. The campaign’s extension beyond the television could also introduce the brand to a wider audience. Additionally, the effort arrives amid the colder months, which could see parents reaching for more vitamin C-packed foods like citrus fruits as they help combat colds.
The campaign was handled internally by parent The Wonderful Company’s in-house creative team, Wonderful Agency, led by Chief Creative Officer Bobby Pearce. The move arrives as the brand steps up its marketing, including with the recent launch of what it bills as its largest-ever TikTok campaign, which places a focus on its social media mascot, Hal the Halo.
Before its most recent campaign, Wonderful Halos in 2019 launched a multimillion-dollar integrated campaign, “The Checks-All-The-Boxes Box,” that encouraged parents to choose the brand while they are on snack duty.
The Wonderful Company is a privately held $6 billion global company that owns other brands including Wonderful Pistachios, Fiji Water, Pom Wonderful and Teleflora. In August, Wonderful Pistachios launched an out-of-home campaign that included nearly 80 car wraps on Uber and Lyft vehicles to help promote the brand’s travel-sized No Shells product line. Timed to Valentine’s Day, Teleflora this year launched a “Believe in Love” campaign, which included a documentary-style video featuring real couples discussing their relationship perceptions.
