IN THE RAW® LAUNCHES NATIONAL AD CAMPAIGN “IT’S ONLY NATURAL”
NEW YORK, November 3, 2010 /PRNewswire/ — Cumberland Packing Corp., makers of the “In The Raw” family of all-natural sweeteners—Sugar In The Raw® and its zero-calorie sibling, Stevia Extract In The Raw®—are kicking off a new ad campaign, “It’s Only Natural,” offering a tongue-in-cheek take on traditional recipes to highlight the versatility of the In The Raw brands. Print ads, now launching, will run nationally in women’s lifestyle, entertainment and fitness publications through 2011, with television, digital and in store set to launch in early 2011.
The new campaign, designed by creative ad agency, Mother New York, is a smart, yet lighthearted commentary on the role that food plays in the human experience — love, loss and plain indulgence. The ads feature recipes and rich visuals that speak to consumers in an honest, humorous way regarding their choice of sweetener.
The message: Whether going for the good ol’ stuff with Sugar In The Raw, or watching your waistline with zero-calorie Stevia In The Raw, you can have your cake and eat it too, without sacrificing taste.
“We wanted to do a different take on recipe ads by incorporating human truths and how the product and food in general play a role in daily situations,” said Bobby Hershfield and Michael Ian Kaye, creative directors at Mother.
The recipes, which include chocolate chip cookies, mulled apple cider, rich cocoa brownies, double hot chocolate and spiced iced coffee, address growing consumer confusion when it comes to choosing a sweetener. By providing practical and versatile options under one line of products—whether counting calories or enjoying the occasional indulgence—In The Raw ensures that “all of life’s sweet moments happen naturally.”
“The campaign is reflective of the In The Raw values,” said Steven Eisenstadt, CEO, Cumberland Packing Corp. “Honest, realistic, and non-judgmental. In The Raw understands the changing reasons in one’s choice of sweetener and provides the flexibility to choose, without sacrificing taste, naturalness and quality.”
Sugar In The Raw, a turbinado sugar that is the darling of foodies and naturalists alike, was introduced in 1970. Stevia In The Raw has rapidly gained market share since it’s introduction in 2009. Of the top-5 nationally branded sugar substitutes, Stevia In The Raw has the fastest growing dollar sales and unit sales over the past 52 weeks, according to SymphonyIRI Group, a Chicago-based market research firm.*
The introduction of the Stevia In The Raw Baker’s Bag, answers the growing demand for an easy-to-use, all-natural, zero-calorie sugar substitute that can be used in cooking and baking applications.
About Cumberland Packing Corp.
Headquartered in Brooklyn, New York, Cumberland Packing Corp. is a family owned and operated business that has been serving the public for more than 50 years. Their product lines underscore the important roles diet and exercise play in maintaining good health, making products such as Sweet’N Low®, helping millions of people around the world manage their weight by sweetening food and beverages without added sugars and unnecessary calories and the “In The Raw” selection of 100% natural premium sweeteners enabling consumers to add versatility, naturally.
Mother is a modern creative company at the intersection of advertising, graphic design, packaging, interactive, experience/events, and product development. Mother New York is part of a 13-year old, independent global agency idea, which includes offices in London and Buenos Aires (Madre).
Mother New York’s clients include Johnson & Johnson, Target, Dell Computers, NBC Universal, Stella Artois, Virgin Mobile, and more. Additionally, Mother creates everyday products like chewing gums, mints and books in collaboration with Blue Q. Mother also helped launch Dogmatic Gourmet Sausage System, the innovative new fast-food restaurant concept in NYC.
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* Excluding private label, latest 52 week period, Total US FDMx