Yuba City, California-based prune cooperative Sunsweet Growers, most likely the only prune brand you’ve ever heard of, selected New York-based independent agency Barker as its agency of record, following a review.
Barker is tasked with handling creative, strategy and social media across the Sunsweet Growers portfolio.
“Barker’s approach during the pitch process showcased a variety of appealing attributes, ultimately their final pitch really aligned the brand promise and elevated our position. Quickly after being awarded the business they produced a great brand campaign, which provided further confidence that we made the right decision,” Sunsweet vice president, brand marketing Jeff McLemore said in a statement.
Today the agency launched its first campaign for the brand, promoting its line of prune and prune juice products as “The Feel Good Fruit,” tying the product to its health benefits. The campaign is centered around a 30-second spot featuring an original song by Barker founder and chief idea officer John Barker.
“We knew we needed one big idea that was scalable and worked hard to leverage Sunsweet’s feel good brand platform,” Barker said in a statement. “As the right data driven insights bubbled up, we started to see a thread amongst our target audiences and across multiple generations that informed the message which we feel will resonate with consumers.”
We last checked in with Barker when it was named agency of record for global eye health organization Bausch + Lomb’s new brand launch last November.