Company Brings Home Two Gold REGGIE Awards for Halloween Brand Activation: The Raisin House

FRESNO, Calif.–(BUSINESS WIRE)–Sun-Maid has received two category-leading honors at the annual ANA REGGIE Awards for its Halloween brand activation – The Raisin House. Winning a gold distinction in both the seasonal/holiday and small budget categories, the imaginative and iconic brand was recognized for turning a historically candy-driven holiday into a self-deprecating celebration 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 & CEO of Sun-Maid Growers of California. “As a team, we strive for marketing activations that both embrace imagination and leverage creativity – and we are so proud to receive industry recognition like this, for that work.”

The Raisin House activation was developed by Sun-Maid in partnership with its agency partners and with a modest budget, designed as a fully integrated campaign anchored by the idea that there’s nothing scarier on Halloween than raisins. The activation featured a fully produced haunted house in Monsterville, N.J. that highlighted raisin-themed Halloween décor and raisin snack sampling, along with paid media, social, influencer and PR tactics.

“By leaning into what people really think of Sun-Maid at Halloween and not being afraid to be who we are, we really struck with our target – and we had the sales to prove it,” said Overly. “Raisin House is just one example of the innovative ways that Sun-Maid is harnessing its commitment to imagination.”

Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best brand activation marketing campaigns activated by brands and agencies. The name – REGGIE – was originally chosen because it symbolizes results by “making the cash register ring” with consumers. The awards competition features 23 categories that are judged by industry professionals based on criteria including strategy, concept originality, execution and results. The awards ceremony was held on April 12, 2022.

For more information on Sun-Maid’s imaginative raisin snacks portfolio 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 a farmer’s cooperative of 750 grower families with vineyards in California’s Central Valley. From childhood to adulthood and generation to generation, Sun-Maid’s innovative snacks continue to feed imaginations one little red box at a time–because when imagination is used for good, there’s nothing more delicious! And while some things change, our real, minimally processed and consistently good ingredients haven’t. Always starting with a whole fruit you can see and taste, Sun-Maid continues to offer a trusted go-to 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.


Mikayla Murphy


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