• by Karlene Lukovitz  @KLmarketdaily, March 30, 2018

While the Sunkist name is still closely associated with oranges and other citrus fruits among Baby Boomers, it lacks that brand recognition punch among younger generations. 

Now, Sunkist Growers — a 125-year-old, California-based citrus marketing cooperative — is hoping to start remedying that by harnessing cost-effective digital and social media to reach out with its first national advertising campaign in a decade. 

“Sunkist’s board and management are investing in our brand now because we see an opportunity to engage younger consumers who are less familiar with the Sunkist brand, but are very much aligned with our values,” Joan Wickham, the organization’s communications director/marketing representative, tells Marketing Daily. 

The cooperative, owned by thousands of California family citrus farmers, “has a powerful story to tell in the current consumer landscape,” she says. “It was founded on the principle that we are stronger together, and that sentiment certainly resonates today, when consumers are looking for true, authentic connections to brands.” 

Fruit is enjoying growing (pun intended) popularity, along with other healthful snacks. And in addition, “the current media landscape allows us to bring the Sunkist brand to life through rich digital content targeted to our consumer audience,” Wickham says. 

The campaign, “We Were There,” uses video, images and other content to convey that, as for past generations, Sunkist products continue to enhance the daily lives of consumers today. “They don’t just touch our lives in the grocery store; they’re part of trying that new recipe, brunching, starting your day with freshly squeezed OJ, and countless other moments throughout your life,” says Wickham. 

The 1:15 anthem video (below) features contemporary vignettes of families and kids experiencing some of those moments. There are also 30- and 15-second versions of the video. 

The campaign, from lead creative agency Edelman, rolled out in late February and will continue through May — peak citrus season months. 

It spans social (Facebook, Instagram, Snapchat and YouTube); targeted connected TV; streaming radio (Pandora, Spotify); and digital display and rich media on targeted sites; and paid search. 

Sunkist created video and other content focused on telling growers’ family stories in 2014, but the effort included no paid advertising, according to Edelman.