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Cuties California Clementines and Mandarins are now available nationally for the first time ever. In support of the country-wide launch of the kid-friendly citrus fruits, the Paramount Farms North America brand, once available mainly on the West Coast, is rolling out a $20 million national television and print advertising campaign.
In tandem with the coast-to-coast launch, Cuties has also debuted an interactive website created especially for children and parents to showcase the cute things kids do. The site features parent-uploaded videos and pictures of their youngsters. In addition to bragging rights for proud papas and mamas, Cuties is awarding a $150,000 college scholarship to the star of the cutest kid video.
The brand has also joined forces with DonorsChoose.org, a not-for-profit organization that enables contributors across United States fund classroom projects posted by public school teachers on its website. For every video uploaded, users will get a $10 DonorsChoose.org gift card to use toward a classroom project of their choice.
Additionally, Cuties will give out daily and weekly prizes for the first 18 weeks of the promotion, leading up to one grand-prize winner. Participants can share their videos using social network platforms, and the winners will be determined by the number of online votes. The prizes are as follows:
- Daily Prizes: Forty-one video contestants a day will each have a chance to win a Cuties T-shirt, beanie, lunchbox, tumbler or plush toy.
- Weekly Prizes: One video contestant weekly will win a $500 DonorsChoose.org gift card to use to fund a project of their choice, in addition to an active game console.
- Grand Prize: One grand-prize winner will receive a college scholarship worth $150,000, a $5,000 DonorsChoose.org gift card to use to fund a project of their choice and a season’s supply of Cuties.
“The ... site is another way for us to reward parents for something they already love to do -- show off their kids,” said Marc Seguin, senior marketing director for Delano, Calif.-based Paramount Farms. “What better way to do that than winning a free college education for your little cutie?”