Wonderfully Creepy Dolls Help Sell Wonderful Halos Mandarin Oranges

Spots Show Kids Opting for Good Choices

By Jessica Wohl. Published on Oct 31, 2016

Editor's Pick

Wonderful Halos is stepping up its marketing with a trio of new spots that show kids opting for good choices.

The brand of mandarin oranges from Wonderful Brands, whose other products include Pom Wonderful and Wonderful Pistachios, is spending about $30 million on its latest marketing campaign. That's $5 million more than in the prior season, thanks to its largest crop yet.

Commercials set to air starting on Halloween include one in which a girl holding the fruit finds herself in a creepy room filled with dolls and makes the "good choice, kid" to hightail it out of there. A 15-second version of the "Doll House" spot will run on TV, and a 30-second version will live online.

Three other spots suggest kids who eat Halos know better than to take a bite of a poisonous apple, join the circus or break into a construction site.

The season for selling mandarins grown in the U.S. runs from November to April. The new campaign follows last season's push, which centered around parents who needed to restock Halos for children who'd turned sinister -- duct-taping a sibling to the door, for example, or leaving a stuffed-animal horse head in bed next to a dad.

Michael Perdigao, president, the Wonderful Agency, said last season's "If you don't have Halos, they don't have Halos" campaign "helped generate awareness of the brand and catapulted us to become the No. 1 mandarin brand."

When Wonderful Halos debuted in 2013, Wonderful Brands set plans to spend $100 million on marketing over the next five years. Initial years' campaigns totaled about $20 million each, Mr. Perdigao said.

The new campaign comes from the company's in-house creative team, The Wonderful Agency. The spots were directed by award-winning director Wayne McClammy. Wonderful said it worked with MPC, just as it did on the recently-launched campaign for sibling brand Wonderful Pistachios, which is also spending more after a big crop.

The "Good Choice, Kid" campaign also includes print, out-of-home, national FSIs, in-store displays and public relations outreach.

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Oct 31, 2016
The Wonderful Agency
Agency President:
Mike Perdigao
Wonderful Halos
Chief Creative Officer:
Stephen Krauss
Executive Creative Director:
Darren Moran
Creative Director:
Jennifer Young
Associate Creative Director:
Alan Snider
Alan Snider
Senior Art Director:
Colin Jahn
Art Director:
Alex Harman
Head of Broadcast Production:
Anne Kurtzman
Matthew Conrad
Production Company:
Hungry Man Productions
Wayne McClammy
Executive Producer:
Mino Jarjoura
Executive Producer:
Dan Duffy
Director of Sales:
Dan Duffy
Dave Bernstein
Production Supervisor:
Rodney Anderson
Editorial Company:
Rock Paper Scissors
Christjan Jordan
Assistant Editor:
Pieter Viljoen
Executive Producer:
Helena Lee
Dani DuHadway
Film Company:
Visual Effects
Visual Effects:
Exec Creative Director/VFX Supervisor:
Paul O'Shea
Executive Producer:
Karen Anderson
Senior Producer:
Jamie Loudon
CG Supervisor:
Ryan McDougal
VFX Supervisor:
Benji Davidson
Music and Sound Design:
Beacon Street Music
Andrew Feltenstein
John Nau
Executive Producer:
Adrea Lavezzoli
Associate Producer:
Lindsey Lerman

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