Campaign Imminent: California Raisin Marketing Board taps AOR amid ad spend increase (Score 42)

The California Raisin Marketing Board (CRMB) concluded a review with the hire of Sterling-Rice Group as its integrated marketing partner. The agency will handle the company's consumer advertising, research, media, ingredient and foodservice marketing. Its first CRMB work will reportedly debut in the fall of 2020 and will mark the raisin industry's first new campaign in the last seven years. SRG will primarily focus on expanding raisin demand by revamping consumer interest and positive perceptions; it will also develop programs that generate new product applications at retail and foodservice that will spark customers' curiosity.

This shift comes roughly a year after the CRMB appointed marketing VP Tim Kenny in 2019; Kenny previously served as Weetabix/Barbara's Bakery's marketing director, developing the company's first-ever digital campaign.

According to Adbeat's approximations, out of the estimated $21.9k allocated toward digital display from September 2018-2020, 83% ($18.1k) was allocated from March-September 2020. 100% of this recent spend went toward programmatic ads placed via Google Display Network onto todaysdietitian.com.

The CRMB's revamping efforts and sharply increased digital display ad spend lead us to believe it's primarily targeting Gen-Z and millennials, particularly parents (raisins are great snacks for kids).

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