In The Raw family of sweeteners

People know Sugar In The Raw as the crunchy sugar in the brown packet at their local coffee shop, but not as a sweetener master brand with a rich product portfolio. In response, we reintroduced the In The Raw brand, and its humble grassroots beginnings, to conscientious consumers and amateur foodies alike, with a simple origins story brought to life in an ownable, visually arresting way. The campaign launched with a highly targeted cable TV buy and strong, holistic 360-degree support from digital, in-store, print and cooking website partnerships.