Dive Brief:

• Wonderful Halos unveiled a new multimillion dollar integrated marketing campaign, "The Checks-All-The-Boxes Box," which encourages parents to choose the brand’s mandarins when they are on “snack duty,” according to a press release shared with Marketing Dive. 
• For an extended influencer marketing push, the brand teamed up with the Holderness Family, known for their annual "Christmas Jammies" viral music videos, on a new original song and humorous music video, “Snack Panic Attack” spotlighting Halos as a solution to "mom’s snack duty anxiety." The video is posted across the family’s Facebook, Instagram and YouTube channels. 
• The multi-channel campaign includes in-store national FSIs, social media ads, digital integrations with event planning sites and consumer emails. The brand will also unveil in-storePOS displays depicting situations where Halos "make the perfect snack."

Dive Insight:

The new Wonderful Halos campaign aims to help out busy parents and ease the stress of the multiple "snack duty occasions" that they often have, like soccer practices and birthday parties. The idea was inspired by data showing that 80% of parents bring snacks for their kids’ events and 50% bring snacks more than five times a year, according to the brand. 

By partnering with the Holderness Family, Wonderful Halos is seeking to broaden its reach and connect with the family’s social media followers, which number around 2 million and are likely comprised of a large number of parents. The original song and humorous music video “Snack Panic Attack” should resonate with parents and inspire them to share it on social media, expanding Wonderful Halos’ engagement and inspiring sales. 

The partnership also demonstrates how brands are teaming up with influencers in unique ways to create emotional and authentic connections with consumers. The campaigns most resonate with millennials, who see influencers as more trustworthy and engaging than other kinds of advertising. Forty-three percent of marketers said they planned to increase their influencer marketing spending over the next 12 months, according to an Association of National Advertisers study released in April. And, 27% were planning to add influencers to their marketing mix.  

Family-oriented influencer marketing has been a key strategy for Wonderful Halos. In December, the brand teamed up with 8-year-old YouTube star Ryan of Ryan’s ToysReview on a video showing him and his parents visiting the Halos orchards in California and explaining where the mandarins come from. The campaign also offered fans a chance to win a play day with Ryan.