Sweet Deal: Cumberland Packing Corp. Names Broken Heart Love Affair AOR
- by Fern Siegel , November 11, 2024
Cumberland Packing Corp., known for its In the Raw brand, named Broken Heart Love Affair as its AOR for North America.
The Toronto-based agency will focus on brand strategy and future marketing campaigns.
Broken Heart Love Affair’s first work for In The Raw rolls out in spring 2025.Cumberland Packing Corp, a Brooklyn-based company, says it
introduced the first sugar packet. In 1970, it put Sugar In The Raw, the brown turbinado sugar packet, in the sweetener category. Over time, In The Raw grew into an array of sweetener offerings,
including Stevia, Monk Fruit and Agave.
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“In this highly competitive category, creating resonance and salience with consumers can provide a huge advantage,” said Jay Chaney, Partner-Chief Strategy Officer at Broken Heart Love Affair.
The agency’s roster includes Burger King, Dairy Farmers of Ontario and Destination Ontario. In May, World Vision Canada named BHLA its creative/strategy AOR.
