Sherman Oaks, Calif.-based Sunkist Growers enjoyed so much success with its Take a Stand program for moms and kids, it’s adding a new twist at the Produce Marketing Association’s Fresh Summit, Oct. 2-4 in Anaheim, Calif.

Sunkist ties social media campaign to Fresh Summit

Each time a Fresh Summit attendee signs up to be a follower of @Sunkist on Twitter, Sunkist will donate $1 (up to $5,000) for the Take a Stand kids charity, according to a news release.

In addition, Sunkist will give away one portable audio speaker case for an iPod or other MP3 player each hour and every day of the conference. To win, attendees need to follow @Sunkist to glean daily clues.

Sunkist is trying to take advantage of the more than 34 million moms participating in social networking.

“With our core consumers turning to the Internet for news, fresh ideas and making connections, Sunkist is strategically focused on growing its presence online and staying in the conversation,” Claire Smith, director of corporate communications for Sunkist Growers, said in the release. “Our social media programs ensure we preserve our relationships with moms and continue to be a popular resource about citrus, delicious recipes and healthy living.”

In the Take a Stand program, kids were encouraged to help raise money for those in need by running a lemonade stand for a cause close to their hearts. Moms uploaded pictures of the stands to the Sunkist Facebook page. Fans voted on the best stands with winners receiving a $100 grocery gift card and matching funds for the selected charity up to $500.

The Take a Stand program, which has raised about $3 million for charity, is the first of many Sunkist campaigns to develop a social media strategy, according to the release.

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New packaging

Sunkist also is introducing several new packages, including an 8-ounce organic lemon mini pack carton, both a half carton and 1-pound bag for Meyer lemons, and a new Giro stand-up grab bag of seasonal specialties which will feature prominent display of the Sunkist brand, according to the release.

Also new are a mandarin bag designed to carry all Sunkist mandarin family Giro bags, as well as a new Sunkist pop-up display unit with an interchangeable header card so different varieties can be displayed.