• by Larissa Faw , October 15, 2018

Sunsweet Growers is appointing Barker as the dried fruit and juice marketing cooperative brand's AOR following a formal review. The remit includes strategy, creative and social media across the Sunsweet brand portfolio of products in the U.S.

First up, Sunsweet and Barker are introducing a 30-second TV spot showing a diverse group of people enjoying their lives, including a dad dressed as a penguin with his two similarly dressed children, accompanied by an upbeat jingle about feeling good.

The song is actually an original tune written by Barker's founder and chief idea officer John Barker. The music was recorded by a group of independent Nashville-based musicians who recorded the song with an Americana-driven sound, to keep it authentic to Sunsweet’s heritage, says an agency spokesperson. 

“We knew we needed one big idea that was scalable and worked hard to leverage Sunsweet’s feel good brand platform," says Barker. "As the right data driven insights bubbled up, we started to see a thread amongst our target audiences and across multiple generations that informed the message which we feel will resonate with consumers." 

In January, Sunsweet relaunched the “I Eat Right Because” social media campaign where consumers learn healthy eating tips and get inspiration from health and wellness experts.

Last year, Sunsweet spent about $3.2 million on measured media, according to Kantar Media. It also wrapped up its 100-year celebration campaign, which included a Harvest program on Facebook.