Food and beverage agency quench has created a campaign celebrating imagination for Sun-Maid Growers of California, which has transformed the humble raisin into a range of snacks that are both delicious and better for you.
In this :30 animated TV spot titled “Imagine That,” a child envisions that raisins are a naturally sweet entry to a world of amazing snacks, such as Yogurt-Covered Raisins, Sour Raisin Snacks and S’mores Bites. The colorful, fantastical production incorporating green screen and animation is by Brazil’s acclaimed O2 Filmes and will air on A&E, Animal Planet, Food Network, Hallmark, HGTV, ION, ID, TLC, Weather Channel, Freeform, Nick Jr., Nicktoons, Nickelodeon, Boomerang, TBS, and Cartoon Network.
To help demonstrate Sun-Maid’s commitment to imagination, quench worked with Sun-Maid to develop the Board of Imagination, a PR-driven activation that will recruit kids to lead the energization of the concept. Paid and organic messaging and a contest will be used to generate discussions about the importance of imagination and to encourage entries and voting. Five children will be selected by Sun-Maid to receive a $5,000 scholarship towards a college 529 account, a $5,000 donation to their school and a year’s supply of Sun-Maid snacks for their school. Internally, Sun-Maid will incorporate changes such as new titles for executive leaders reflecting its commitment to developing and maintaining imagination, and giving employees a new paid company holiday:“Imagination Day.”
