After a competitive pitch, digital creative agency UNFOLD, a Conspiracy Theory partner, has been named social media AOR for Sun-Maid Growers of California and Plum Organics. The agency begins work on the accounts this month.
Sun-Maid Growers of California is a privately owned American cooperative of raisin growers headquartered in Fresno, California, and celebrated its 100th anniversary as a grower cooperative in 2012. Sun-Maid is one of the largest raisin and dried fruit processors in the world.
Founded in 2007, Plum Organics is a leading organic baby food brand with the mission of getting little ones the very best food from the very first bite. Plum Organics was acquired by Sun-Maid in 2021.
“Sun-Maid was seeking a partner that would challenge the norms of CPG marketing on social and push a more cultural and editorial strategy that UNFOLD is known for, particularly in entertainment-marketing circles,” said Jason Berk, UNFOLD head of social.
“Choosing an entertainment-focused social agency for a CPG company is unexpected—and that’s exactly what we were looking for,” said Fernando Herrera, Sun-Maid vice president of Marketing. “We want a social agency that lives and breathes culture and relevancy that can take our iconic brands into the future—and UNFOLD provides exactly that. We are thrilled to partner with them and look forward to creating thumb-stopping content together.”
Since its founding in 2012, UNFOLD has grown to more than 150 people, with full-service capabilities in media, digital advertising, social media, website development and production services. UNFOLD is a member of the Conspiracy Theory network of best-in-class specialist agencies that work together to grow brands and drive business.
