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Universal Home Video is serving up some oranges with its Who pudding and roast beast this holiday season.

To promote the video and DVD release of The Grinch, Universal and The Fruit Label Co. in Tarzana, Calif., have launched a national campaign that uses customized stickers affixed to 100 million navel oranges.

While fruit may seem an unlikely ad medium, Fruit Label CEO Irv Weinhaus said consumers are repeatedly exposed to labels at supermarkets, at home and when they ultimately remove the labels to eat the fruit.

“People are oblivious to television today,” he said.

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