The Raisin House: Sun-Maid growers of California, Sun-Maid raisins

Sun-Maid, a brand and cooperative of raisin growers, increased media attention on Halloween with ‘The Raisin House’.


What's scarier than getting raisins on Halloween? Being the house that gives them out—and Sun-Maid isn't afraid to say it. In fact, last year it screamed it from the doorstep, the foyer, the balcony, the cellar, and the backyard of the Sun-Maid Raisin House, which we created to be the ultimate Trick-or-Treater's Nightmare.

Raisins are a popular snack among moms and kids year-round, but on October 31, that all changes. It's a bit like The Purge, only instead of consequence-free killing, the celebrants get to partake in guilt-free candy consumption.

Our Halloween strategy for Sun-Maid was to lean in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands