Largest digital marketing campaign ever for a pomegranate grower

POM Wonderful, a grower and producer of fresh pomegranates and pomegranate juice, is kicking off the 2021 California pomegranate season with its largest-ever digital marketing campaign to drive brand awareness and drive category growth. The new POM Wonderful Pomegranate Fresh Arils branding was unveiled as part of the campaign.

Previously known as POM POMS, the new branding and packaging associated with the digital campaign helps to strengthen the connection between consumers and the fact that fresh POM Wonderful pomegranate arils come directly from POM Wonderful pomegranates, which which makes it easy to enjoy pomegranate arils as a snack or to enhance a variety of dishes, especially during the holidays.

The digital campaign, part of a multi-million dollar marketing investment, includes >$1 million in new digital marketing. The efforts consist of two new epicurean and antioxidant campaigns highlighting POM Wonderful Pomegranate Fresh Arils as an easy way to enjoy pomegranates. Thanks to the “Insta-Antioxidants” digital campaign, a whole POM Wonderful pomegranate is harvested at its peak of freshness and quickly transformed into a POM Pomegranate Arils cup, then directly into a kitchen creation, showing the ease with which consumers can enjoy POM Pomegranate Arils.

^{The new initiative includes two new epicurean and antioxidant campaigns highlighting POM Wonderful Pomegranate Fresh Arils as a way to enjoy pomegranates.}

“We are thrilled to kick off our 2021 season with a new brand image supported by our largest ever digital marketing campaign,” said Stacey Anker, Chief Marketing Officer, POM Wonderful. “With the holidays approaching, we hope to inspire consumers to use POM Arils in their spreads to add the perfect splash of ruby ​​red color and antioxidant benefits.”

The epicurean POM Wonderful Pomegranate Fresh Arils campaign will focus on recipes that include strong pomegranate flavors. From appetizers to desserts to cocktails, consumers will be inspired to use POM Wonderful Pomegranate Fresh Arils in their favorite dishes this holiday season. New recipes will be posted on POM Wonderful’s social media accounts, as well as on the POM Wonderful website.

“We are thrilled to see POM driving category growth and raising consumer awareness of the snacking and epicurean uses of fresh pomegranates,” said Adam Cooper, senior vice president of marketing at The Wonderful Company. “With the ‘Insta-Antioxidant’ campaign, we hope to show how easily consumers can enjoy pomegranate arils, while benefiting from the antioxidant power of POM.”

The campaign was created by The Wonderful Company’s in-house creative team, Wonderful Agency, and includes digital ads on Facebook, Instagram, Pinterest and Snapchat as well as customer marketing, consumer PR, new point sales and a November FSI.

For more information:
Katia Hutnik
POM Wonderful
Tel: +1 (424) 325-8391
Katya.Hutnik@wonderful.com
www.wonderful.com