A strong overarching concept covers campaigns and ongoing social media efforts.
Sun-Maid raisins are a timeless classic and an important part of Finnish culinary traditions. Beyond traditional uses, however, raisins also offer versatile applications year-round. The brand was looking for a marketing concept that could reshape perceptions of raisins and communicate just how versatile they truly are. The core target audience was families with parents aged 25–35.
We all have an opinion on where raisins traditionally belong and don't belong. Let's take the discussion a step further, moving beyond traditions to explore new uses. Raisins are an excellent snack for busy families with children.
Let's bring raisins to the table! Centered around a strong claim, Raisins Belong concept sparks discussion about raisins. Raisins belong in pulla, sima, and glögi, and equally well in a gym bag, on a ski trip, or for long cottage journeys. The concept covers both video and image content. The visual style, in line with the brand, is playful, fresh, bright, and vibrantly colorful. Videos play with the phrase: Do raisins belong? Raisins belong.. Still images capturing various everyday and festive moments are also combined with a playful statement, such as Raisins belong in a gym bag.
The year-round concept works for seasonal campaigns, but also for ongoing social media efforts outside of them. Content aligned with the concept has been seen throughout the year on Meta's channels, Ruutu, Katsomo, YouTube, in print advertising, and on the brand's website.
Results from the Christmas campaign:
13.69 € CPM VOD
1.9 € CPM Meta
1 167 121 impressions on Meta
The campaign successfully and cost-effectively reached a younger, active demographic for the brand, a target that had proven challenging in previous campaigns.
