Sun-Maid Growers of California was the known leader of the dried fruit category. Unfortunately, the brand’s reputation was drying up as well. Brand tracking scores indicated there were growing perceptions of the brand being “obsolete” and “lacking relevance.” So, sure. We made some ads. But we also made news, noise, moved some product, and won some hardware along the way.
The one day a year Sun-Maid shouldn’t be in the conversation? Halloween. What is the 1 day we decided to own? I’ll give you one guess.