Mom always put a small box of raisins in our lunch boxes. We grew up as kids eating raisins, but Sun-Maid hasn't really changed much since we were small.
There was something about our parents giving us a box, and that box being enough. In this campaign, we wanted to be bigger than just a small snack.
We targeted parents, and gave Sun-Maid a voice. We wanted to talk directly to Mom and Dad, to empower their children to be whatever their hearts desires.