Produce brand Sunkist Growers Inc. has embraced a mobile marketing strategy spanning SMS, mobile Web and applications to better connect with consumers and add value for busy shoppers.

Sunkist claims it is one of the first produce brands in North America to adopt mobile as a key consumer-focused marketing tool.

?The strategy behind Sunkist going mobile is to continue building brand awareness of Sunkist fresh citrus products for mobile consumers,? said Gina A. Widjaja, manager of advertising and public relations at Sunkist, Sherman Oaks, CA.

?We realized that there is a need to communicate to consumers who are on the go so we established a mobile-friendly platform of our Web site to increase consumer accessibility to the most desired content on sunkist.com: recipes and product information,? she said.

Sunkist tapped OneMediaGroup and Tagga Media to help with an integrated marketing approach that seamlessly incorporates mobile into the brand?s current strategies.

Founded in 1893, Sunkist is the nation's oldest and largest citrus marketing company, owned by thousands of growers in California and Arizona.

Mobile Web
Sunkist is targeting adult primary grocery shoppers and purchase influencers with a Web-enabled mobile device.

The mobile Web site aims to engage consumers at the point of purchase and promote trial by educating them on Sunkist fresh citrus.

The mobile Web site provides consumers with Sunkist recipes and fresh fruit information.

The Web site is packed with tips on healthy living and nutritional information as well.

SMS
On-pack and in-store signage encourages shoppers to text a keyword to a short code to receive usage ideas, recipes, nutrition information and storage and handling suggestions.

Sunkist has also allowed consumers to enter a sweepstakes using SMS and plans to expand usage to incorporate public relations and advertising efforts.

The program also gives subscribers the option to receive additional product offers and information via email or mobile updates.

With all of its mobile efforts, Sunkist?s goal is to give shoppers more reasons to buy its citrus and teach them about the varieties that may still be foreign to them, such as Cara Cara Navels or Minneola tangelos.

The instant gratification and information that mobile marketing provides is an important part of that process.

Apps
Sunkist has also created an application based on its Sunkist Daily Diet Web site.

The Web site and now the application are both meant to help consumers keep a food diary and make healthy choices on their diet.

The application is available currently in the Android market and will be available soon in the iTunes store for iPhones and iPods.

?We will announce it at the upcoming Produce Marketing Association (PMA) expo in Orlando, FL, happening Oct. 16-18,? Ms. Widjaja said. ?PMA is a leading trade association connecting the produce industry globally.

?We will also inform our consumers via our existing social media sites and our Web site,? she said.

?Currently we provide fresh citrus information such as variety description, what?s in season, recipes, health and beauty information, and a grocery list that lets consumers select a recipe from the site and checks off items on the ingredient list as they pick them up at the store.?

Final take
Giselle Tirulnik is senior editor at Mobile Marketer
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