U.S. citrus supplier joins forces with a holiday classic for a festive collaboration

Sunkist Growers, Inc. is launching the 2024 holiday season with an exciting collaboration with Warner Bros. Discovery, bringing together Sunkist Navel oranges and the classic holiday movie The Polar Express. This season, Sunkist introduces a limited-edition 10lb (4.5kg) holiday-themed carton and quarter bin inspired by The Polar Express, capturing the magic of the holidays.

Cassie Howard, senior director of category management and marketing at Sunkist Growers, Inc., shares that this collaboration, celebrating The Polar Express’s 20th anniversary, reflects the timeless appeal of both their Navel oranges and this beloved holiday film. Howard highlights their goal to make citrus season extra special, with activities that encourage shoppers to look for Sunkist products and incorporate citrus into holiday traditions.

Navel oranges have long symbolized warmth, family, and the joy of giving during the holidays. Sunkist carries this spirit into its holiday-themed bins and The Polar Express promotion. Shoppers who purchase the 10lb limited-edition carton by December 31, 2024, can upload a receipt for access to watch The Polar Express digitally.

In addition to the Polar Express-themed carton and quarter bin, Sunkist provides retailers with holiday gift wrap bins, ribbon wraps, and display bins to create eye-catching arrangements. Howard notes that these displays make it easy for shoppers to find Navel oranges and other citrus options like lemons, mandarins, and grapefruit. Sunkist also shares holiday recipes, helping increase in-store citrus sales by attracting shoppers to the produce section.

To drive engagement, Sunkist supports The Polar Express promotion with targeted social and digital campaigns. Shoppers can share festive moments with citrus-inspired dishes and family gatherings using #SunkistCitrus for a chance to be featured on Sunkist’s social media. A QR code on the cartons links to a dedicated landing page with promotional details.

Howard points out that this collaboration brings extra value to both retailers and shoppers. Their holiday carton program has grown for three years in a row, with the last movie-themed promotion boosting sales by 49 percent compared to the previous season.

The Polar Express-themed cartons, quarter bins, and holiday display bins ship to participating retailers starting in early November.

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