The In The Raw® family of sweeteners announces a new multi-media campaign, “All In The Family” which will kick off nationally on September 15.

September 14, 2014

Brooklyn NY (September 15, 2014) –The In The Raw® family of sweeteners announces a new multi-media campaign, “All In The Family” which will kick off nationally on September 15. Through animation, the new campaign whimsically takes you through the growing portfolio of In The Raw sweeteners with a family tree, featuring the tagline, “Sweetness Runs In The Family,” playing on the heritage of the brand, which is run by family owned company, Cumberland Packing Corp. See the :30 spot at the In The Raw YouTube channel and below.

Cumberland Packing Corp. revolutionized the industry as the first company to commercially produce self-serve sugar packets. Continuing to lead in innovation in the industry, 40 years ago in Brooklyn, this family-owned company pioneered the sweetener category with their little brown packet of turbinado sugar, Sugar In The Raw, that familiar, brown packet at the local coffee shop counter. Over time they branched out, growing into a full family of sweetener options for the whole family.

“All In The Family” will launch nationally with :30 and :15 second spots on a mix of lifestyle, food and entertainment networks, as well as digital and in-store components with support from social platforms, custom blogger programs and public relations efforts.

The new television spots use animation to bring the five In The Raw sweeteners to life through a chronological family tree of product launches, starting with Sugar In The Raw®, a rich flavored turbinado sugar, to Stevia In The Raw®, the zero-calorie sweetener made from a leaf, then with Agave In The Raw®, a 100% organic agave nectar, following with Monk Fruit In The Raw®, a zero calorie sweetener, made with fruit and most recently, Sugar In The Raw Organic White®, a non-bleached, eco-conscious sugar for home bakers. Throughout the spot, each product is revealed with a beverage or dessert that compliments the sweetener, showing the range of culinary applications the brand offers. The message: Taste how the world’s best sweeteners can transform your food and drinks.

“There is a culinary renaissance happening now. People understand the power of quality ingredients and are getting more creative in the kitchen,” said Steven Eisenstadt, CEO, Cumberland Packing Corp. “In The Raw is the only brand that offers a range of premium sweeteners to fit any need, from zero-calorie sugar alternatives to unbleached baking sugar, heightening the users’ culinary experience.”

The new campaign, created by ad agency Ammirati, helped bring the story to life. “In The Raw is a small family-owned company with a compelling, from-the-ground-up story that deserved to be told. As the company grew, so did their sweetener options. The family tree concept was born out of that synchronous relationship. The seed of the idea was already planted. We just helped cultivate it,” said Todd Wender, Executive Creative Director of Ammirati. 

The In The Raw® brand continues to lead innovation and growth in the sweetener category with a robust portfolio of wholesome sweetener options, including Sugar In The Raw®, zero-calorie Stevia In The Raw® and Monk Fruit In The Raw®, USDA Organic Certified Agave In The Raw® and Sugar In The Raw Organic White®. The strategy for the brand is to continue to build the In The Raw family of products, and to provide the highest quality ingredients for consumers looking for better ways to eat right and to enjoy the sweet life.


Media Contact:
Kristen Kurtz
Kellen Communications
T: 917.561.2406

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