Secondary. One of my last batches was an oatmeal stout with a can of cherry puree, I racked the beer on it in secondary and it came out great. Didn't use a ton - one can, which I think is 3#, for a five-gallon batch, and it just came through at a real nice, subtle level.
For a cherry wheat, where you want a more prominent flavor, absolutely add to the secondary.
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