Campaign Impressions
Increase in Social Followers
Increase in National Brand Awareness
Sumo Citrus is known for its distinctive taste, easy-to-peel skin, and larger-than-average size, allowing the fruit to stand out in the crowded citrus category. However, its uniqueness also posed a challenge: educating consumers about the fruit’s exceptional qualities and justifying its premium price point in a commodity-driven market.
Adding to the complexity, Sumo Citrus has a very limited season, available only from January to April. This short window necessitated a highly impactful and efficient marketing strategy to maximize awareness and sales in a constrained timeframe. Breaking through in a market dominated by more conventional citrus fruits like oranges and tangerines required innovative approaches to capture consumer attention and drive demand quickly. The challenge was to create a compelling narrative that highlighted Sumo Citrus’s uniqueness and urgency while establishing it as a must-have seasonal delight.
To address the unique challenges faced by Sumo Citrus, we implemented a fully integrated marketing campaign designed to maximise visibility and drive consumer engagement across multiple touch points. Our holistic approach ensured that every aspect of the campaign worked seamlessly together to elevate the Sumo Citrus brand and create a lasting impact in the market. We worked with Sumo Citrus to create consistent, compelling narratives crossing multiple channels that highlight the uniqueness of Sumo Citrus and create urgency during the key months as a must-have seasonal delight
We strategically plan for an annual, seasonal mix of digital, out-of-home, and retail media to ensure maximum exposure and frequency to our target audiences during the Sumo Citrus peak season.
Data-driven insights guide us toward key target demographics most likely to be drawn to the premium qualities of Sumo Citrus.
We also develop creative that communicates the fruit’s unique attributes and tailor it for maximum impact within each channel.
We expertly forge partnerships with social media influencers who resonate with our target audiences across a variety of categories.
Through authentic, engaging content, influencers showcase the benefits of Sumo Citrus: easy to peel, exceptional sweet taste, nutritional content, seedless, etc.
Through recipe videos, unboxing experiences, and personal endorsements, influencers help us amplify our message and reach to continue building a community of passionate Sumo Citrus advocates.
A dynamic content calendar helps accentuate the seasonality and exclusivity of Sumo Citrus. Using eye-catching visuals, engaging stories, and interactive posts, our social media team generates buzz around the product at the right times to grow the brand’s audience and sales.
We also integrate frequent giveaways and user-generated content campaigns to encourage sharing of followers’ own Sumo Citrus experiences, fostering a sense of community and excitement.
Mixing in paid social ads helps boost visibility while driving traffic to the Sumo Citrus website.
To keep consumers informed and engaged, we developed a robust email marketing strategy.
Our newsletters featured exclusive content such as seasonal recipes, behind-the-scenes looks at Sumo Citrus farms, and exclusive access to things like branded swag.
We collaborate with culinary experts to develop a series of unique and tantalizing recipes showcasing Sumo Citrus as a versatile ingredient in a variety of usage occassions.
Featured in refreshing salads, savory dishes, and decadent desserts, Sumo Citrus is positioned beyond simply a peel-and-eat fruit by inspiring ideas for adding it into everyday meals.
The recipes are prominently placed on the brand’s website, shared through social media channels, and included in Sumo Citrus newsletters.
The once little-known fruit with a cult following has increased national awareness by 30% with more than 10 billion campaign impressions since we started. The fruit has also made media appearances on CNN, the Today Show, and The Wall Street Journal, while scoring well-known celebrity followers, including Jenna Fischer and John Mayer
Today, Sumo Citrus is sold at conventional, specialty, and club stores throughout the U.S. We continue to optimize and innovate marketing efforts for additional brand success and won’t stop until Sumo Citrus is an exceptionally well-known household brand name.
