• by Amy Corr  @MediaPostOTL, October 29, 2014

In The Raw sweetener is a Brooklyn-based, family-owned company that produces a slew of natural sweeteners often found inside the small brown packets in coffee shops. The company launched a TV spot to educate consumers on the size of their family tree -- one that keeps sprouting new branches. "All In The Family" begins with a tiny sapling growing atop a bag of sugar. A strong tree root leads to healthy branches of the business, beginning with Sugar In The Raw, Stevia In The Raw, Monk Fruit In The Raw, Agave In The Raw and ending with the newest addition to the family, Sugar In The Raw Organic White. See it here. The ad will run on lifestyle, food and entertainment networks. Ammirati created the campaign.