FRESNO, Calif.–(BUSINESS WIRE)–Sun-Maid received two major accolades in its category at the annual ANA REGGIE Awards for its brand activation Halloween – The Raisin House. Earning Gold distinction in the Seasonal/Holiday and Budget categories, the imaginative and iconic brand was recognized for transforming a historically candy-focused holiday into a celebration of self-mockery by creating the Sun-Maid Raisin House, the scariest house on the block to kids.

“These awards represent the epitome of imagination for us,” said Harry Overly, president and CEO of Sun-Maid Growers of California. “As a team, we strive to enable marketing activations that embrace both imagination and creativity – and we are very proud to receive industry recognition like this, for this work. ”

The Raisin House activation was developed by Sun-Maid in partnership with its partner agencies and on a modest budget, designed as a fully integrated campaign anchored by the idea that there is nothing spookier on Halloween than raisins. The activation included an entirely produced haunted house in Monsterville, New Jersey, which featured raisin-themed Halloween decor and a sampling of raisin snacks, as well as paid media, social media , influencers and PR tactics.

“By looking at what people really think of Sun-Maid on Halloween and not being afraid to be who we are, we really achieved our goal – and we had the sales to prove it,” said said Overly. “Raisin House is just one example of the innovative ways Sun-Maid harnesses its commitment to the imagination.”

Since 1983, the REGGIE Awards has been the industry’s premier awards program recognizing the best brand activation marketing campaigns enabled by brands and agencies. The name – REGGIE – was originally chosen because it symbolizes results with “ring the cash registerwith consumers. The competition comprises 23 categories which are judged by industry professionals based on criteria such as strategy, originality of concept, execution and results. took place on April 12, 2022.

For more information on Sun-Maid’s imaginative portfolio of raisin snacks and to find a local retailer near you, please visit

About Sun-Maid Growers of California

Founded in 1912, Sun-Maid Growers of California is an agricultural cooperative of 750 grower families with vineyards in California’s Central Valley. From childhood to adulthood and from generation to generation, Sun-Maid’s innovative snacks continue to fuel imaginations one little red box at a time, because when imagination is used for good, it never ends. there is nothing more delicious! And while some things change, our real, minimally processed, always-good ingredients haven’t. Always starting with a whole fruit you can see and taste, Sun-Maid continues to deliver a trusted snack that’s simple, healthy and versatile – imagine that! For more information about Sun-Maid, visit and follow the brand on social media including TikTok, Instagram and Twitter.