• by Larissa Faw , March 2, 2018

Farmers Cooperative Sun-Maid Growers of California has appointed quench as its AOR to lead digital, strategic and creative duties following a competitive review. 

Meredith Xcelerated Marketing (MXM) previously serviced the account. MBMG will continue to oversee media duties.

As AOR, Quench will develop creative, brand strategy, packaging, and innovation insights, among other responsibilities. The account will be handled by teams in the agency’s Harrisburg, PA headquarters and newly opened Chicago office.

The agency's key challenge is to spur purchasing for a brand that has nearly universal brand awareness.

“There likely isn’t a household in America that doesn’t have at least one Sun-Maid product in the cupboard,” says Ami Lawson, group brand manager of quench. “We want to show America what Sun-Maid is. They’re a snack, they’re an ingredient, they’re healthy, and they’re nostalgic. They’re extending beyond raisins."

There is no word on whether the new partnership will continue to showcase the well-known brand symbol of a young woman in the red bonnet with the yellow sun at her back.

Sun-Maid selected the agency for its extensive knowledge in the food and beverage industry and its success in the consumer-packaged goods (CPG) space, says Rich Paumen, senior vice president, retail sales, marketing, Sun-Maid.

Under its partnership with MXM, Sun-Maid introduced a licensed promotion for the 2016 movie “Trolls,” starring Anna Kendrick and Justin Timberlake. As part of the tie-in, Sun-Maid gave away 10,000 tickets to see the film. 

MXM also worked with parent company Meredith’s Test Kitchen to develop custom Troll-inspired recipes.

In addition to its best-known raisin brand, Sun-Maid sells a variety of specialty dried fruits, including yogurt-covered raisins in chocolate and vanilla flavors, apricots, dates, prunes and figs as well as the newly launched sour flavored golden raisins in sour strawberry, lemon and watermelon flavors.

Sun-Maid was formed in 1912 under the name California Associated Raisin Company (CARC) to pool advertising resources and stabilize prices.