Sun Pacific clementine brand Cuties is tying its image to Valentine?s Day through partnerships with bloggers and a social media campaign that entices parents looking for healthier treats for their kids. 

As parents interested in finding healthy snacks frequently turn to blogs and social, Cuties is leveraging a multitude of tools to appeal to the health-conscious mom for what is traditionally a treat-filled holiday. Mobile-optimized blogs are sharing clementine-related posts inspiring parents with recipes, crafts and printables as well as a complementary social media campaign to engage the mobile-centric mom.

"We know that more than ever, one of the main sources of information for on-the-go moms is their friends and family and social media," said Victoria Nuevo-Celeste, vice president of marketing at Sun Pacific. "They look to what is being shared, everything from product recommendations to recipes to activities to do with their kids. 

"This campaign is part of our movement to make healthy snacking fun," she said. "We have leveraged this critical channel to engage in conversations with moms and provide them with fun, relevant content that is valuable enough that they want to use and share with others."

My darlin? Clementine
While Valentine?s Day is typically known as a candy and chocolate-filled holiday, Cuties is hoping to infiltrate the holiday with its own products and has armed itself with popular mom bloggers to do so. For instance, Lady and the Blog shared a post on how to create a Valentine for children, but with Cutie products instead of chocolate and candy.



Mommy blogger A Helicopter Mom shared free printable tags, all related to Cuties for readers to print out and use at home. For instance, one tag read ?hey Cutie, will you be my valentine,? which can be printed out on card stock paper and tied to a clementine-included gift.

Another blog named Super Healthy Kids released a step-by-step recipe for chocolate covered fruit as a Valentine?s Day gift. Dear Chrissy shared smoothie recipe for kids, which calls for the use of cuties.

Cuties is sharing the posts along with other campaign-related content on its official social media pages, such as Facebook and Twitter, with the hashtag #SweetasCandy. Bloggers are also incorporating the hashtag with their posts on social media, as well as new content regarding tips, recipes and crafts.



With blogging and social media becoming so popular for consumers reading and searching for things on mobile, it makes sense for Cuties to choose a campaign such as this. Many readers will be searching for inspiration such as this for the upcoming holiday, which will drive awareness and sales for Cuties.

Social media marketing
Georgia-Pacific?s Angel Soft, Brawny and Dixie brands similarly targeted mobile-savvy women across Meredith?s digital properties with custom content shared on social platforms (see more).

Also, McNeil Nutritionals artificial sweetener brand Splenda rolled out new content featuring popular food-related celebrities for its mobile advertising campaign following a successful initial push that saw a 900-percent engagement increase through Tumblr and doubled the brand's reach through Yahoo (see more). 

"We worked with bloggers to create unique, original content that is valuable to moms," Ms. Nuevo-Celeste said. "They bring creativity and credibility to the campaign through the original ideas they create and then share with their audiences in an authentic way."