PLEASANTON, CALIF. – The lines Mary Stuart Masterson delivered as she methodically picked the raisins out of a bowl of tapioca in the MG" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" data-auth = "" >

Incumbent Grey, 4 S.F. Shops Compete for Sun-Maid Raisins By Daniel S. Levin

PLEASANTON, CALIF. – The lines Mary Stuart Masterson delivered as she methodically picked the raisins out of a bowl of tapioca in the MG

In addition to incumbent Grey, the invitation-only review includes Goldberg Moser O’Neill; Goodby, Berlin & Silverstein; Hal Riney & Partners and Young & Rubicam, all of S.F.
Growers vp/marketing Frank Ferraris said the move was intended ‘to insure we have the strongest creative.’ Sun-Maid is looking for ways to capitalize on the equity built into the brand since it was introduced in 1912. Early ads featured such illustrators as Norman Rockwell, and Ferraris suggested a new campaign might work to revive images from the past. ‘We are looking for that big idea that can leverage the consumer’s loyalty and take us to the next level,’ he said.
Current strategy has centered on increasing consumption of raisins by using morning serving suggestions. One thing the review will determine is whether the company continues with this tack.
Though the ad budget had shriveled like a raisin in recent years dipping below $2 million in 1992, according to Competitive Media – as Sun-Maid increased promotional spending to try and combat competition, Ferraris said he expects to restore the budget to former levels in 1994.
Meetings are scheduled with the contenders next week. A decision is expected in early November.
Copyright Adweek L.P. (1993)