New marketing materials for Cuties clementines and mandarins are in the works as grower-shipper Sun Pacific begins working with a new marketing partner.

The Pasadena, Calif., produce company hired Bailey Lauerman & Associates Inc., Omaha, Neb., as the new marketing agency for its easy-peel citrus fruit as well as its other brands and products, according to a news release.

Sun Pacific vice president for marketing Victoria Nuevo-Celeste said in the release that the Nebraska agency demonstrated a “deep understanding of our business and a passion for our products.”

The ad agency has begun preparing new materials for the Cuties brand to be unveiled at the Produce Marketing Association’s Fresh Summit in October, according to the release. Additional consumer materials are anticipated after the show for use during the cuties season, which runs from November through April.

“To have the opportunity to work with such an adored brand is just really, really exciting for our team,” agency chief executive officer Andy Fletcher said in the release.