Last year, Wonderful Halos’ branded content videos featuring YouTube kid stars went viral.
Now, the brand has teamed with video parody phenomenon The Holderness Family to promote the mandarin fruit as a solution to parents’ dilemma when they’re assigned “snack duty” for their kids’ extracurricular activities.
The brand’s multimillion-dollar campaign, from The Wonderful Company's in-house creative team, Wonderful Agency, is anchored by a three-minute video (below).
The “Snack Panic Attack” video has Holderness mom Kim stressing out about what to bring for tomorrow’s snack duty during basketball practice at her kids’ school -- particularly with other parents having recently upped the ante by bringing ridiculously time-consuming homemade snacks. (One made 27 unicorn cupcakes that took “47 hours” to make.)
Holderness dad Penn sings and plays guitar in an original song backing the video’s humorous vignettes, which culminate with Mom making a big hit with the players by tossing them Halos out of a box of the fruit. The video is featured on the Holderness’s Facebook page.
The campaign is called “The Checks-All-The Boxes Box” -- the message being that Halos are healthy, welcomed as a tasty snack by kids, and convenient for parents to boot.
The latest Halos campaign also includes in-store point-of-sale displays, a national free-standing insert, an influencer campaign, social media ads, and other promotions.