Case Study: Sun-Maid boosts Halloween buzz and sales with Havas Formula's Raisin House campaign

Sun-Maid boosts TikTok followers 3200% with Havas Formula

Havas Formula partnered with Sun-Maid to address a reputational challenge surrounding its product during Halloween, where raisins are often considered an unpopular treat. The vendor's task was to help the brand reframe this perception as a strength.

The solution involved Havas Formula creating a physical "Scary Raisin House" and launching an accompanying TikTok challenge to amplify the campaign. This approach generated over 1.4 billion earned media impressions, increased TikTok followers by 3200%, and led to a 6.2% sales increase for Sun-Maid.

Sun-Maid