Sun-Maid Growers of California has named Harrisburg, PA agency, quench, to lead digital, strategic and creative duties for the Sun-Maid brand after a competitive agency review. quench was selected because of their extensive knowledge in the food and beverage industry and their success in the consumer packaged goods (CPG) space. The account will be handled by teams in the agency’s Harrisburg and newly opened Chicago offices.
quench will be a full agency partner assisting in developing brand strategy, architecture and innovation insights. Their full service capabilities include packaging design and consumer insights. Sun-Maid sells a variety of raisins and specialty dried fruits such as yogurt covered raisins in chocolate and vanilla flavors, apricots, dates, prunes and figs as well as the newly launched sour flavoured golden raisins in sour strawberry, lemon and watermelon flavors.
“quench impressed us with their unique understanding of Sun-Maid as a CPG company which will be our focus as we push our innovation platform,” said Sun-Maid SVP of Retail Sales and Marketing, Rich Paumen. “We look forward to working with their team of creative strategists as we build out our brand promise for a new generation of snacking enthusiasts.”
Sun-Maid, located in the heart of California’s fertile central valley, is the world’s largest processor of raisins and dried fruit with a 100+ year history and legacy brand sold in more than fifty countries around the world. The company is a grower-owned cooperative made up of family farms located primarily within a 60-mile radius of the Kingsburg processing plant.
“There likely isn’t a household in America that doesn’t have at least one Sun-Maid product in the cupboard,” said Ami Lawson, group brand manager of quench. “We want to show America what Sun-Maid is. They’re a snack, they’re an ingredient, they’re healthy and they’re nostalgic. They’re extending beyond raisins. We plan to bring all of that to life in 2018.”
Work begins immediately and will launch in mid-summer.