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Paramount Citrus begins promoting a new brand of mandarin oranges

November 22, 2013|By David Pierson
  • Roll Global, owned by Beverly Hills billionaire couple Lynda and Stewart Resnick, operates one of the most successful agricultural brands in the nation.
Roll Global, owned by Beverly Hills billionaire couple Lynda and Stewart… (Brian van der Brug / Los Angeles…)

Prepare for the onslaught of Wonderful Halos.

Roll Global and its subsidiary, Paramount Citrus, have launched a $100-million advertising blitz to promote their brand of seedless mandarin oranges.

The Halos come months after the company sold its share of the popular Cuties brand of mini, easy-to-peel oranges.

Paramount plans to spend one-fifth of its $100-million budget this year on a national ad campaign that includes television commercials and a mobile app called Halos Fun (think of Angry Birds but with clementine oranges being flung instead of birds and you get the idea).

Halos joins a lineup of Wonderful brands that include pistachios, almonds and pomegranate juice, POM Wonderful.

“This campaign continues Roll Global’s tradition of transforming commodities into popular brands and consumer favorites,” the company said in a prepared statement. “And, in the spirit of how Wonderful Pistachios invited consumers to “get crackin’,” Wonderful Halos delivers on its tagline of “pure goodness.”

Roll Global, owned by Beverly Hills billionaire couple Lynda and Stewart Resnick, operates one of the most successful agricultural brands in the nation. Paramount Farms is the world’s largest supplier of pistachios and almonds.

Key to their success has been aggressive marketing led by Lynda Resnick, who had a long career in advertising before starting the Wonderful brands.

She was behind the Cuties brand of clementine oranges, which Paramount sold to Pasadena’s Sun Pacific earlier this year after a decade of partnership.

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Twitter: @dhpierson

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