When you see Sun-Maids iconic red box, the last thing you think of is power. But actually, theres enough energy inside to power all kinds of activities.
In fact, studies showed that Sun-Maid raisins have the same amount of energy as synthetic sports gels and chews. The only difference? Raisins are 100% natural.
So to spread this message to moms, we created the Raisin Your Workout campaign.
We started with an ad in Fitness Magazine and posts on Sun-Maids Facebook page that drove to a microsite dedicated to the energy benefits of raisins.
We had raisin-powered recipes for athletes.
A blog from Cal Athletics sports nutritionist detailing the science of raisins.
And most important, a link to the Raisin Your Workout App.
Here we created a 21-day challenge for athletes to replace chews and gels with raisins.We also asked them to take photos of how they raisin-ed their workout. The reward? A branded sweat-wicking shirt and the chance at a Fitbit One.
And to further motivate trial, everyone who participated got a coupon.
When our challenged ended, we had 26,000 new likes, 18,000 new emails, and 2,000 images submitted.
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donnovan
Art Directors: Sarah Inglis
Copy Writers: Robert Leon,
Account Director: Caryn Macri
Account Executive: Viviana Bustillo-Aruca
Digital production: Lloyd Media