SUN-MAID PRUNES

THESE AIN'T YOUR GRANNY'S PRUNES

The allure of super foods resonates with Millennials and Gen Z, and while prunes certainly qualify as one, unfortunately they’re more perceived as a remedy for the elderly and their digestion woes. So SunMaid wanted to rebrand them for a younger generation.

Introducing Prune Papi, the new face of Sun Maid prunes. He may be a wrinkly dried up plum, but this prune keeps it fresh with his sardonic wit and aspirations to be the next big hip hop phenom. 

BACKSTORY

Prune Papi's father was a member of the California Raisins and his mother is the SunMaid girl. Selling dried fruit and making hits is in his juice.

DIGITAL ADS

The primary message of this campaign is that we are the go-to prune brand for young people.

We distinguish ourselves and appeal to our target demographic with personality-driven advertising in the places where young people are, both in the physical and digital world.

GUERRILLA

WE PLACED QR CODES IN NIGHTCLUBS AND BARS. WHEN SCANNED, YOU GET PRUNE PAPI'S NEW ALBUM.

FEATURED TRACKS

SOCIAL MEDIA BEEFS

As a hip hop artist, talking shit comes with the territory, and Prune Papi doesn't hold back.