Last year Sun-Maid took over a house in New Jersey with its raisins-on-Halloween scare. This year, the brand is taking over an entire town. The experiential activation from food and beverage marketing agency quench fully embraces the running joke that raisins are the scariest of all trick-or-treat offerings.
To pull it off, quench and Sun-Maid turned a team of “raisin zombies” loose on St. Helens, Oregon – the filming location of Disney’s classic “Halloweentown” – during the community’s month-long “Spirit of Halloweentown” festivities. The zombies’ mission: To replace all candy with Sun-Maid raisins and adorn Halloween decor spotted around town with the brand’s iconic red bonnet. In addition to swapping out chocolatey treats for raisins, Sun-Maid’s raisin zombies will make impromptu appearances in St. Helens pulling off “scary surprises” and “ransnacking” throughout the month.
“Three years ago, we were tackling Halloween with messages about raisins being a ‘better-for-you alternative to sugary snacks.’ And while that may be true, that approach failed to acknowledge the simple fact that nobody wants raisins at Halloween,” said Sun-Maid marketing director Fernando Herrera. “As soon as we embraced our status as a trick-or-treat villain and began having some fun with that image, the sooner we began to make people laugh with us instead of at us.”
To date in October, the “raisin swap” effort has generated plenty of buzz and more than 1.2 billion media impressions.
This professional campaign titled 'Raisin Zombies' was published in United States in October, 2022. It was created for the brand: Sun-Maid, by ad agency: quench. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted 5 months ago.