Sun•Maid
Explore the savory satisfaction of reviving an American icon in decline in this successful client case study.
- INTEGRATED CAMPAIGN
- TV
- DIGITAL
The Challenge
Sun-Maid brand awareness was dying on the vine. Everyone remembered the little box of raisins, but it was a piece of childhood that stayed in childhood. To grow, Sun-Maid needed to create an emotional connection to a new generation of customers in this client case study.
Insight:
Childhood never leaves.
Childhood isn’t an age; it’s a mindset. For this client case study, we set out to remind millennial parents of this, and invited them to relive a bit of childhood alongside their children.
Solution
GROW YOUNGThe campaign used the awareness and affinity surrounding the little red box of raisins to reinvent one of America’s great brands. Through a mix of broadcast, social media, as well as digital and packaging redesign, we reminded everyone that their favorites from then, can be their favorites now. And showcased the fun that lies in introducing those memories to a new generation. Taking the little red box from nostalgic memory to tasty reality to create a sweet client success story.
Results
Core business saw a 9.6% YoY lift (2019).
And with the renewed relevance of the little red box, our client Sun-Maid has permission to start telling new successful stories and launch new innovations… What will Sun-Maid come up with next?
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