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"The Raisin House"
Category
Small Budget Brand Activation Marketing (Overall Budget Less than $500,000)
Description
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
Winner Status
- Gold