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.’