In the US, the 2017 Brand Love Study, released by youth research firm Smarty Pants, has outlined that Cuties mandarins are now parents’ most preferred mandarin, and their favourite healthy snack brand.
Cuties posted a 43-point increase from the 2016 study, placing it at number 13 on the list of top 50 parent-preferred brands and ahead of other top branded fresh produce labels.
“The Brand Love study is great affirmation that our approach to creating strong relationships with parents – especially Millennials, who are now the largest generation – is working,” said Howard Nager, vice-president of business development at Sun Pacific, the grower and shipper of Cuties.
“Millennials represent immense purchasing power now and in the future," he added. "It’s why we spend a great deal of time learning about what’s important to them, and use those insights to guide our marketing efforts.”
In 2016, the brnad carried out a successful marketing campaign sharing how Cuties are grown using a number of new influencer and social media marketing strategies to connect with parents and kids.
Cuties was the first produce brand to customise two marketing programmes on image messaging platform Snapchat. The brand’s Snapchat lens saw nearly 70m brand exposures in 24 hours, more than four times exceeding Snapchat’s benchmark for interactions.
Additionally, Cuties invited fans to create custom sticker designs using Snapchat’s drawing tools and icons for a chance to have them printed and placed on fruit this season. Nine of the most creative submissions were selected and are now in production to appear on Cuties this November.
“Our Snapchat sticker contest is a great example of how we’re working to develop deeper relationships with our customers and fans,” said Nager. “By inviting parents and their kids to create content with us, they’re developing a connection with Cuties that will lead to increased preference and loyalty in the long-term.”