Sun-Maid Raisins: Grow Young

Date: Jan 2019
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No worries. Simpler times. Cartwheels and pillow forts. Sun-Maid Growers of California is celebrating the wonder of childhood with a new marketing campaign that encourages moms and dads to experience youth all over again — this time, alongside their own kids. Rooted in the warmth of nostalgia and memories that include little red boxes and sunshine, 'Grow Young' journeys into this carefree world to remind parents what made them most happy while growing up and inspire them to recreate those moments with their children. Along the way, the brand is staying true to its commitment to the timelessness of wholesome snacking that parents and kids alike love.

Launching its first 360-degree marketing campaign in a decade, Sun-Maid is undergoing a significant brand transformation that began one year ago with the hiring of Overly. With an aggressive target growth goal of $100m within five years, Overly is reigniting — and driving relevance of — the Sun-Maid brand by firing on all cylinders with compelling advertising and activations, increased product innovation and a more strategic retail plan and presence. The healthy snacking market will continue to grow, and Sun-Maid is planning to not only be part of it, but also drive the future of the category.

Created by food and beverage creative agency Quench, 'Grow Young' explores the adventure of being a kid, from exploring and playing, to the little red boxes of Sun-Maid raisins that fueled it all. The campaign spotlights the happiness and simplicity of childhood, reminding millennials to continue embracing these moments with their children.


AGENCY: Quench

CAMPAIGN: Grow Young

CLIENT: Sun-Maid

Chief Creative Officer: ​ James Madsen

Associate Creative Director: ​Gabrielle Denofrio

Copywriter: ​Sam Renner

Photographer & Director: ​Luis Pena

Integrated Head Of Video: ​Matt Campbell

Production Company & City: ​JHF Productions (Los Angeles, CA)

Executive Producer (Production Co): ​Ross Vinstein

Producer (Production Co): ​Gunnar Clancey

Post Production & City: ​Hooligan (NYC)

Editorial Company & City: ​Hooligan (NYC)

Executive Producer : ​Sue Walder

Editor: ​Kane Platt

Music Company & City: ​Big Science (Pittsburgh, PA)

Executive Integrated Music Producer: ​Rebecca Senneway

Composer, Arranger & Sound Designer: ​Jay Green

Sound Design Company & City: ​Big Science (Pittsburgh, PA)

Animation Company & City: ​Run, Kick, Shout! (Chicago, IL)

Executive Producer & Creative Director: ​Erik Jensen

Visual Effects Company & City: ​Run, Kick, Shout! (Chicago, IL)

Account Service Supervisor: ​Ami Lawson