Sunkist Growers' Christina Ward Discusses New Holiday-Themed Cartons and Merchandising Tools
VALENCIA, CA - Every member of my family can recite nearly every word to the movie Elf. It has been a long-time tradition to gather in a crowded room full of kids every Christmas Eve to watch it. So, as a self-proclaimed cotton-headed ninny muggins, you can imagine my excitement when I heard about Sunkist’s most recent merchandising strategy. The supplier has rolled out vibrant new cartons featuring festive, movie-inspired designs to help retailers ramp up their citrus displays ahead of the holidays.
“The holidays are a special time for our fresh citrus cooperative—it commemorates the return of the California Navel oranges,” Christina Ward, Senior Director of Global Marketing, tells me. “For over a century, Navel oranges have been a big part of holiday traditions everywhere. We are proud to offer some new, exciting, and very colorful 10 lb cartons for this holiday season.”
First up are the company’s limited-time Elf movie-themed cartons and quarter bins, which optimize consumers’ nostalgic love for Christmas movies. In collaboration with Warner Bros., the supplier is launching an Elf x Sunkist Navel orange holiday promotion with new holiday recipes to drive purchases and an interactive Twitter Watch Party to boost brand visibility and loyalty. According to IRI data, Sunkist’s movie-themed cartons helped drive a 25 percent increase in Navel orange sales at retail in 2020.
In addition to these eye-catching new cartons, Sunkist also has its new Ribbon Crate, Gift Wrap, and Lunar New Year 10 lb cartons available. Appealing to shoppers with a festive look, all of the holiday-themed cartons are easily stackable, making it easy for retailers to build mesmerizing displays throughout the produce department.
“The festive holiday boxes are specifically designed to inspire new traditions, like a movie night in or the perfect gift for your health-minded host,” Christina adds. “Once a welcomed surprise in the toe of your holiday stocking, shoppers can now give these sweet treats as a gift to their loved ones—they are all ready to grab, go, and gift in these beautifully-wrapped cartons.”
Throughout the entire season, buyers can optimize Sunkist’s new merchandising portfolio, which includes refreshed display bins that feature big, bold fruit images and simple, clear messaging that resonates with shoppers.
“We believe that partnering with retailers to create impactful destinations and citrus promotions builds awareness, drives impulse buys, and increases sales. Overall, category management, consumer trends, innovative packaging, well-stocked displays, shopper marketing, and nutrition education all play an important part in promoting citrus,” Christina continues. “The holiday season is synonymous with citrus season. Whether consumers are looking for a healthy snack, a zesty ingredient, or a juicy gift, Sunkist offers fresh ideas to give shoppers more reasons to add Sunkist citrus to their baskets!”
As we explore more unique strategies to boost citrus sales throughout the holiday season and beyond, keep reading AndNowUKnow.