BMP4 adds US-type finish to California Raisins press work

BMP4 launches its first work for California Raisins next week with a press campaign that uses headline: ’Sprinkle the wrinkles.’

BMP4 launches its first work for California Raisins next week with

a press campaign that uses headline: ’Sprinkle the wrinkles.’



Ten recipe-based executions highlight the Californian origins of the

product. They include Monterey festive brie, Golden Gate chicken stir

fry and San Diego chocolate raisin mousse. Two or three executions will

be released each quarter over the coming year.



The campaign was created by the agency’s creative director, Alistair

Proctor, and Mike Wharton, a senior copywriter. It was shot by Allen

Rosenberg, a US photographer. Media is bought by BMP Optimum.



Proctor said: ’We shot the ads in California using local props and

American stylists to achieve a look that could not be done over here.

The colours, design and typography are all very Californian.’



Sarah Myland, BMP4’s business director, said: ’People aren’t baking as

much these days and we needed to move on. We wanted a campaign that

would make people’s mouths water - suggesting new, up-to-date raisin

recipes that are simple to make.’



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