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IN THE RAW FAMILY OF SWEETENERS
People know Sugar in The Raw as the crunchy sugar in the brown packet at their local coffee shop, but not as a sweetener master brand with a rich product portfolio. In response, we reintroduced the In The Raw brand, and its humble grassroots beginnings, to conscientious consumers and amateur foodies alike, with a simple origins story brought to life in an ownable, visually arresting way. The campaign launched with a highly targeted cable TV buy and strong, holistic 360-degree support from digital, in-store, print and cooking website partnerships.
People were familiar with Sugar In The Raw, the crunchy turbinado sugar in the brown packet, but not with the sweetener master brand it was a part of. In response, we reintroduced the In The Raw to conscientious consumers and amateur foodies alike , bringing to life the tale of this family-owned company and its humble, Brooklyn-based roots.
