Manifesto
Everyone sure loves to act like they hate raisins.
We've heard it all. The worst lunchbox snack. The chocolate chip pretender.
The biggest trick and the most terrifying treat on Halloween.
It’s enough to make you wonder why we still go through the grueling process that it takes to produce those delicious little morsels.
Sure, there’s the social stigma and the pressure to maintain the status quo, but the truth is people don’t actually hate raisins. They just think they have to say they do.
We think this bandwagon of hate has gone on for far too long.
It’s time to be honest with our tastes and love raisins loudly.
Let’s be honest: Raisins are good.
OOH
Raisins are everywhere—and they’re not going anywhere.
IN-STORE
Surprisingly, the hardest part about raisins isn’t eating them, it’s finding them. If stores won’t show raisins love, we will.
PARTNERSHIPS
We turned raisin hate into self-love fuel.
Sun-Maid x I AM Affirmations
Art Director: Megan Baldado (me)
Copywriters: Maxwell Berry & Angela Rong