Sun-Maid ropes in children for it’s first “Board of Imagination”


This week, Sun-Maid launched a campaign aimed at encouraging kids to cultivate their imagination. The “Imagine That” program provides an invitation for parents to appoint children between the ages of 6 and 12 for a spot on their first “Board of Imagination” that will meet on April 30, practically through an announcement.

The board would give workers a compensated company holiday at the first meeting, named “Imagination Day” that provides ideas for how to use the time for tasks that enrich their reasoning and strengthen their imagination, according to Sun-Maid Growers in California. Board members can learn more about the history, environmental practices, and activities of Sun-Maid, and have ideas to drive decision-making for the organization.

Next month, Sun- Maid’s website will begin accepting applications from families for ‘Board of Imagination’ vacancies. In a college savings grant, each child eligible for the board will receive $5,000. Sun-Maid will, according to its statement, donate another $5,000 to each child’s school and offer a year’s supply of snacks.

As part of a wider multichannel initiative to increase awareness of its brand of snacks made of raisins and dried fruit, Sun- Maid’s quest for children to join its Board of Imagination, aims to create social media buzz.

The “Imagine That” initiative entails a spot-on national TV and online content, social media and website search activations, along with a promotion for social influencers. When households devote more time cooking meals at home after the pandemic, the emphasis on fostering the imagination of children places the brand as a source of healthy snacks.

Imaginations have never been so important: creative habits, ways of engaging children, multitasking, preparing meals, and continuously juggling snack demands challenged us in 2020 and demonstrated the importance of imagination- Harry Overly, president and CEO of Sun-Maid, said in response. In spite of the playful style of the effort, Overly was called “Chief Imagination Wrangler.” of the brand.

The formation of a faux board of directors by Sun-Maid comes as a range of brands encourages individuals to engage in promotions that include fake C-suite hires, a reflection of the attention of brands on engaging their most loyal consumers and making them into brand ambassadors. Top Ramen marketer Nissin Foods, among the latest cases, marked its 50th anniversary in October with a hunt for a Chief Noodle Officer. The winner’s prizes included $10,000 in cash and the provision of noodles for 50 years. In August, AB InBev’s Bud Light Seltzer sought a “chief meme officer” for its fledgling beer brand at a pay rate of $5,000 a month to curate memes. The next month, sister brand Michelob Ultra proposed a six-month wage of $50,000 to pay a “chief experience officer” to fly around the nation while millennial customers pursued adventure that had been refused during the pandemic.

Sun- Maid’s “Imagine That” initiative is the company’s newest attempt to meet families, representing 750 farming families with vineyards in California. Sun-Maid put out a spot called “Childhood Is Always in Session” during the back-to-school season, which was particularly chaotic last year when schools delivered a combination of immersive lessons and teaching in classrooms, reminding parents to nurture children with healthy snacks. Two years ago, the brand launched the “Grow Young” nostalgia-themed initiative, the first 360-degree marketing initiative in a decade. According to an announcement, Sun-Maid had a target at the time of achieving annual sales of $100 million in five years.

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