food and beverage agency has created a new campaign celebrating imagination for Sun-Maid Growers
of California, which has transformed the humble raisin into a range of snacks that are both delicious and better for you. The campaign illuminates the bounty of goodness that comes from this combination.
In the :15 and :30 animated TV spots launched on 11th January, a child envisions that raisins are a naturally sweet entry to a world of amazing snacks, such as yogurt-covered raisins, sour raisin snacks and S’mores bites. The colourful fantastical production incorporating green screen and animation is by Brazil’s acclaimed 02 Filmes and will air on A&E, Animal Planet, Food Network, Hallmark, HGTV, ION, ID, TLC, Weather Channel, Freeform, Nick Jr., Nicktoons, Nickelodeon, Boomerang, TBS and Cartoon Network.
Bill Starkey, executive creative director for quench, said: “We’re going deep into the world of imagination, as it is the core of what Sun-Maid is and does. This has resulted in a range of snacks that both kids and moms love because they are both better for you and good-tasting.”
To help demonstrate Sun-Maid's commitment to imagination, quench worked with Sun-Maid to develop the Board of Imagination, a PR-driven activation that will recruit kids to lead the energisation of the concept. Paid and organic messaging and a contest will be used to generate discussions about the importance of imagination and to encourage entries and voting. Five children will be selected by Sun-Maid to receive a $5,000 scholarship towards a college 529 account, a $5,000 donation to their school and a year's supply of Sun-Maid snacks for their school. Internally, Sun-Maid will incorporate changes such as new titles for executive leaders reflecting its commitment to developing and maintaining imagination, and giving employees a new paid company holiday: 'Imagination Day'.
“It’s one thing to say you’re an imaginative company; it’s another to act on it,” said Harry Overly, Sun-Maid’s newly-named 'chief imagination wrangler'. “In working with quench, we believe we’ve developed a unique way for young consumers to explore and share the importance of imagination, and we can't wait to see what it will inspire.”