There’s nothing sweeter than a product that gets all its goodness from grapes and sunshine. And while Sun-Maid's bright red box is the undisputed leader on-shelf, we're always looking for opportunities to encourage raisin fans to stock up. Enter the holidays, and a campaign for SunMaid that revealed the untold truth: Santa *hates* store-bought cookies. And #BakeItForSanta was born. Enthusiastically responding to a fully integrated campaign that spanned website, digital advertising, social platform activation, packaging and shopper marketing, consumers pledged that, this year, they would bake Santa’s favorite: oatmeal raisin cookies. Content in every form and channel told the #bakeitforsanta story—including compelling pleas from Mrs. Claus, his lead elf and, of course, a reindeer. And engagement and participation rates skyrocketed. Turns out everyone wants to make the Big Guy happy. As for us: We believe.
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