Sun-Maid Raisins and its AOR Meredith Xcelerated Marketing (MXM) are launching a campaign that originated from a simple idea: show a holiday recipe highlighting Sun-Maid Raisins.
MXM’s Los Angeles team developed the brand identity, mission statement, sweepstakes, humorous characters and digital assets. MXM's media partner, MBMG developed the media strategy and plan. The Regan Group, also in Los Angeles, served as the fulfillment agency and drafted the sweepstakes rules and prize fulfillment process.
The "Bake It For Santa" creative features several humorous video vignettes: viewers are treated to Santa spending quality time with his reindeer Dasher, Mrs. Claus dealing with a grumpy hubby, and Timmy the Elf doing a disastrous toy demonstration.
Thirty-six social posts appear across Twitter, Facebook, Instagram and Pinterest – which include the Oatmeal Raisin Cookie recipe – as well as funny photos, videos and animated GIFs. In addition, three print ads will run in Fine Cooking and Family Circle magazines. Consumers are encouraged to bake their own cookies and post on social media using the #BakeItForSanta hashtag on all social posts.
The campaign "soft launched" on October 17 with the website and announcement video. The reasoning was that the holiday packaging was hitting shelves around that time and Sun-Maid wanted some assets live to support the packaging updates. Display media launched on a limited scale on November 1 and remaining media assets went live on November 14. The entire campaign runs through December 26.
“’Bake It For Santa’ is a perfect example of finding new relevance for a beloved brand,” stated Kristi VandenBosch, chief digital officer, MXM. “It’s a fresh, funny take on a time-honored tradition—where even the media choices are unconventional."
Farmers’ cooperative Sun-Maid Growers of California appointed MXM as its AOR in September.