Sun-Maid Raisins Break Up with Fruitcake in Holiday Campaign

Dec. 15, 2023

Sun-Maid raisins are "breaking up" with fruitcake just in time for the 2023 holiday season, the Sun-Maid Growers of California recently announced. The decision to split with the holiday dessert many people love to hate—88% report an aversion to the often regifted delicacy—includes a desire to find a new dessert partner that showcases the versatility and modern appeal of dried fruit.

“Fruitcakes and raisins are over,” Sun-Maid announced in a statement to friends and fans.  The integrated campaign – led by brand's AOR, quench, and the integrated team of Formula and Havas Media – is running nationally as posts on social media, including Instagram, Facebook, Tik Tok, Pinterest, Amazon Fire TV, and PureWow Digital. There will be eight posts in total, and they will run through December 14.

Sun-Maid’s campaign is poking fun at the dreaded holiday fruitcake trope to increase raisin sales during this key dessert/recipe season and to introduce millennial moms to the versatility of dried fruit.

Sun-Maid is collaborating with TV host/celebrity pastry chef Duff Goldman to unveil four exciting new recipes for the holidays, including the "Bacon Raisin Cornbread Chicken” and the "Forget Fruitcake Cookie," a fusion of apricots, golden raisins and a sumptuous jam filling sandwiched between layers—a more indulgent and flavorful alternative. All the recipes can be found at Sun-Maid’s site.

Sun-Maid also launched a holiday-themed break-up kit giveaway on Instagram. The Sun-Maid "Break Up Survival Kits" are designed to comfort you, no matter what or who you are breaking up with this holiday season, while also inspiring culinary creativity with Sun-maid's imaginative holiday recipes. In just one week, there were more than 4,500 interactions on the giveaway post.