Pom Wonderful pomegranate campaign covers arils, juice, fruit
It’s the first digital campaign for the branded Pom Poms Fresh Pomegranate Arils, according to a news release, and part of a marketing investment of more than $1 million.
Two new campaigns focus on the convenience and healthfulness of the arils. The “Anytime, Anywhere, Antioxidants” campaign shows animated cups of arils making even mundane tasks exciting. The second ad, “Gooooooo Antioxidants!” focus on arils becoming a personal cheerleading squad, promoting healthy choices throughout the day.
“Pom Poms are the perfect fun, healthy snack and they’re known for antioxidants, which is what we wanted to embody with this campaign,” Charlotte Mostaed, director of marketing, said in the release. “Our animated Pom Poms cheerleaders encourage healthy eating habits and Anytime, Anywhere Antioxidant arils are your best friend and a great way to get antioxidants throughout the day.”
Pom Wonderful is launching an epicurean campaign on Pinterest, featuring four Pom Poms arils recipes that add “a brilliant ruby red pop of color and a sweet burst of flavor just in time for the holidays,” according to the release.
The Wonderful Co.’s in-house creative team, Wonderful Agency, created the campaign, which features digital ads on Facebook and Instagram, and shopper marketing, consumer public relations, point-of-sale materials and a November free-standing insert.