In The Raw conducts new campaign
By Derek Winkler
Cumberland Packing of Brooklyn, NY has begun a new campaign for its In The Raw sugar brand. Developed by Broken Heart Love Affair of Toronto, the campaign is part of an overall brand refresh initiative that also includes updated packaging and a new visual identity. According to the agency, the creative focuses on themes of “simplicity, trust and honest sweetness.” The campaign includes a 60-second video ad. Media work is being handled by Giant Spoon.
“There’s often pressure in marketing to add layers, louder ideas and more explanation,” said Carlos Moreno, chief creative officer at Broken Heart Love Affair. “With In The Raw, the opportunity was to flip that instinct on its head. By using humor and exaggeration to expose the absurdity of marketing culture, we were able to land on something simpler and more honest letting restraint become the creative idea itself.”