Sun-Maid Bake It For Santa



  • Digital
  • Integrated Marketing
  • print advertising
  • Digital Video
  • Promotions
  • Social Media Campaign
  • Coupons
  • AOR
  • Owned
  • Paid
  • Earned

Sun-Maid asked us to develop a creative solution to make Oatmeal Raisin Cookies made with Sun-Maid raisins as the official cookies of the holiday. We put pens to paper and created the Bake It For Santa Campaign.

This innovative fully integrated campaign encouraged consumers to bake Santa his favorite cookies this year, Mrs. Claus’ oatmeal raisin cookies, made with Sun-Maid raisins.

Bake It For Santa started as a simple recipe idea— show a holiday recipe
highlighting Sun-Maid Raisins. We looked for a way to tie our own classic
brand to a classic holiday tradition centered around food/recipes. Leaving
cookies out for Santa was the clear winner and Bake It For Santa was born.
We created a brand identity, mission statement, sweepstakes, humorous
characters, and strong digital support to bring the initiative to life. We crafted
an entire 360 campaign around Bake It For Santa, from a website, to banner
ads, pre-roll, social posts, tweets, pins, gifs, memes, videos, FSIs, ad units,
print lay-outs, packaging, and radio spots.

This campaign soft launched with 11K views in 3 days, with over 10K entries
into our sweepstakes—with no media behind it. The campaign performed so
well that the in-store retailers and promotional partners decided to share
our videos and ad units on their own sites, providing a hefty amount of earned media.

Over the duration of Bake It For Santa, we garnered 20MM paid impressions
and 10MM organic impressions. There was a 36% engagement rate on social, and Facebook videos had an 18% completion rate. Sam’s Club consumers exposed to ads were 36% more likely to make a purchase, and, overall, we saw a 64% sales lift in-aisle.

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