When the darkness of winter comes, the fruit company Sun Pacific trots out its favored mandarin orange brand, Cuties. A new Cuties campaign, called ‘100 Days of Sunshine,’ is letting people do more than just peel the citrusy sweet produce.

The brand, working with agency of record Bailey Lauerman, kicks off the Cuties season by appealing to millennial parents with children aged six to 10. It features new sticker designs crowdsourced on Snapchat from parents and children, a social influencer angle, a new jingle and tie-ins with iHeartRadio stations and personalities.

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