Sun•Maid
Reviving an American icon in decline.
- INTEGRATED CAMPAIGN
- TV
- DIGITAL
The Challenge
Sun-Maid brand awareness was dying on the vine. Everyone remembered the little red box of raisins, but it was a piece of childhood that stayed in childhood. To grow, Sun-Maid need to create an emotional connection to a new generation of customers.
Insight:
Childhood never leaves.
Childhood isn’t an age; it’s a mindset. With this in mind, we set out to remind our millennial parent 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.
Results
Core business saw a 9.6% YoY lift (2019).
And with the renewed relevance of the little red box, Sun-Maid has permission to start telling new stories and launch new innovations…
Like what you see?
Give us a call and we’ll show you more.
