Winner Status: Gold

Client/Brand: Sun-Maid

Agency: quench

Headline:
Sun-Maid’s Raisin House garnered 1.4 billion impressions, saw 6.2% sales increase the following weeks & devised an ownable angle into Halloween for years to come.

Campaign Summary:
Sun-Maid flipped its worst business day of the year—Halloween—into a self-deprecating celebration by creating the Sun-Maid Raisin House, the scariest on the block to kids expecting sugary treats. The small budget activation (and digital extensions) made raisins fun and showed that the brand could take the Halloween heat.

Team Credits:
Harry Overly, Chief Imagination Wrangler (President & CEO), Sun-Maid

Fernando Herrera, VP of Imagination (VP, Marketing), Sun-Maid

Jackie Grazier, Director of Daydreams (Director, Brand Activation, Sun-Maid

Clint Goto, Manager of Yumminess (Brand Manager, Core), Sun-Maid

Tiffany Allen, Overseer of Remarkably Delicious Birthday Cake (Sr. Brand Manager, Specialty Portfolio), Sun-Maid

Anna Palecek, Director of Snack Fandom (Senior Communications Manager), Sun-Maid

Carlos Martinez, Secretary of Snack Gossip (Communications Manager), Sun-Maid

Bill Starkey, Executive Creative Director, quench

Sonya Cooper, Sr. Account Strategist, quench

Courtney Bila, Account Strategist, quench

Sam Renner, Sr Copywriter, quench

Kyle Waldron, Designer, quench

Courtney Skinner, Designer, quench

Matt Campbell, Director of Production, quench

Additional Contributors:
FKB
Havas Media, Chicago
Havas Formula
Jeffrey Scott Agency