• by David Goetzl  @dgoetzl, March 24, 2011

Sun Life Financial has been running a clever spot where a couple of ingenuous marketers ask to have the name of an Idaho resort town changed to Sun Life Valley. Nestle got the marketing tactic done in real life.

Thursday, the company had Raisin City, Calif. -- pop. 167 -- renamed "Raisinets City" for the day in honor of its candy. The stunt had "Raisinets" costumed characters in a parade and appearing in the town square.

All of the raisins used in the candies are grown in the surrounding area, although Raisinets themselves, which date back to 1927, are made in Wisconsin.

A representative for Nestle said it didn't pay a rights fee to the Raisin City government, although it will give Nestle products to a local food bank. The promotion was aimed, in part, at offering a celebratory atmosphere for the residents; 70%-plus work in raisin growing. It was "National Chocolate-Covered Raisin Day."

Last year, Kraft had a $150,000 deal with Irving, Texas to attach the Mac 'n Cheese brand to the implosion of Texas Stadium, where the money went to local causes.

"Raisins are what we're known for ... we're proud of our agricultural heritage," said Juan Sandoval, Raisin City Community Coordinator.