For quench and Sun-Maid, the Halloween treats keep coming | News | Pavone Group

For quench and Sun-Maid, the Halloween treats keep coming

The funny thing about good ideas? They get results. Especially if they’re executed well. That’s what happened over the last two years in back-to-back activations led by quench, Sun-Maid and the integrated agency team of Formula, Unfold and Havas Media. The work was a one-two punch of Halloween tricks and treats that scored plenty of ROI and plenty of industry awards. 

In 2021, the team turned one ordinary New Jersey home into every trick-or-treater’s nightmare — the dreaded Raisin House. It won a host of awards, including two gold ANA REGGIE Awards in the seasonal/holiday and small budget categories. (Check out the case study here.) In 2022, we upped the ante by taking over an entire town. 

For that trick, we unleashed a hoard of raisin zombies on St. Helens, Oregon, with a campaign designed to scare up some love for raisins during a holiday dominated by candy. And it worked. The Halloweentown campaign garnered 1.3 billion earned media impressions and, more recently, a pair of awards. 

The work took home two PRO Awards trophies in the categories of “Best Campaign on a Budget” and “Best Holiday or Seasonal Themed Campaign.” As always, the lion’s share of the credit goes to the Sun-Maid team. They let us come up with big ideas on their behalf and you can’t win big if you don’t think big.

The best part? The PRO Awards are judged entirely by brand-side marketers. Because no one knows a scary good idea better than a client. 

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