In a move to drive increased consumption of California raisins, the California Raisin Marketing Board (CRMB) has awarded its integrated marketing account to the Sterling-Rice Group following a review.
The agency will oversee consumer advertising, research, media, ingredient and foodservice marketing on behalf of the CRMB. Its first work for the brand is expected to launch in the Fall of 2020 and marks the first new campaign for the raisin industry in the last seven years.
“California Raisins has created some very memorable advertising campaigns in years past. With today’s growing interest in healthy foods and natural sugar alternatives, we have a great story to tell that will resonate with today’s consumer,” explained Tim Kenny, VP of Marketing for the CRMB. “SRG has a proven experience in building commodity brands across multiple audiences as evidenced by their work with the Almond Board of California and Avocados for Mexico. We believe they are the perfect partner to help us bring back raisins in a creative and compelling way.”
SRG is being tasked with expanding demand for raisins by reawakening consumer interest and positive perceptions. In addition to the consumer marketplace, SRG will develop programs designed to generate new product applications at retail and foodservice that consumers will want to buy.
“We work extensively with commodity and ingredient brands and understand their priorities and challenges,” explained Amy Shipley, partner and managing director at SRG. “We are very excited to be working with the CRMB and to expand the marketplace for raisins with consumers, the trade and growers.”
About California Raisin Marketing Board
The CRMB was created by a State Marketing Order in 1998 and it is 100 percent grower funded. The mission of the California Raisin Marketing Board is to conduct market development activities to improve the demand for all categories of raisin usage, including ingredient usage, and for retail package, both branded and private label. Also, the Board sponsors crop production, nutrition, and market research. Lastly, the mission is to create a positive marketing environment within which the industry can collectively expand the worldwide demand for California Raisins.
California produces all of the raisins grown in the US and appx 25% of all raisins grown in the world.