KINGSBURG, Calif
No worries. Simpler times. Cartwheels and pillow forts. Sun-Maid Growers of California is celebrating the wonder of childhood with a new marketing campaign that encourages moms and dads to experience youth all over again-this time, alongside their own kids.
Rooted in the warmth of nostalgia and memories that include little red boxes and sunshine, Grow Young journeys into this carefree world to remind parents what made them most happy while growing up and inspire them to recreate those moments with their children. Along the way, the brand is staying true to its commitment to the timelessness of wholesome snacking that parents and kids alike love.
There's a special kind of magic in childhood and the feelings that come with remembering this simple yet happy time, said Harry Overly, CEO and president of Sun-Maid. Millennials, specifically, love to evoke the wistfulness of being a kid—and now they can experience that again through their children, making new memories. During our research, we uncovered Sun-Maid has a strong emotional brand equity, with consumers of all ages remembering the raisins from childhood and the nostalgic memories they elicit. With our new 'Grow Young' campaign, we look forward to reigniting those feelings with Sun-Maid products and sparking new moments of joy and curiosity for families.
Launching its first 360-degree marketing campaign in a decade, Sun-Maid is undergoing a significant brand transformation that began one year ago with the hiring of Overly. With an aggressive target growth goal of $100MM within five years, Overly is reigniting—and driving relevance of—the Sun-Maid brand by firing on all cylinders with compelling advertising and activations, increased product innovation and a more strategic retail plan and presence. The healthy snacking market will continue to grow, and Sun-Maid is planning to not only be part of it, but also drive the future of the category.
Created by food and beverage creative agency Quench, Grow Young explores the adventure of being a kid, from exploring and playing, to the little red boxes of Sun-Maid raisins that fueled it all. The campaign spotlights the happiness and simplicity of childhood, reminding millennials to continue embracing these moments with their children.
For more than 100 years, Sun-Maid has stayed true to its roots—literally—with its steadfast commitment to all-natural, clean products for all. A cooperative of multi-generational family farmers, sustainable growing practices have fostered the beloved brand, now lauded as the world's largest dried fruit producer worldwide.
In addition to airing the campaign across television outlets including Bravo, HGTV, Food Network, E!, Lifetime and more, Sun-Maid will also amplify this campaign nationally with digital, social, in-store shopper activation and PR.
