In the Raw launches

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Cumberland Packing Corp., makers of the “In The Raw” family of all-natural sweeteners—Sugar In The Raw and its zero-calorie sibling, Stevia Extract In The Raw—are kicking off a new ad campaign, “It’s Only Natural,” offering a tongue-in-cheek take on traditional recipes to highlight the versatility of the In The Raw brands. Print ads, now launching, will run nationally in women’s lifestyle, entertainment and fitness publications through 2011, with television, digital and in store set to launch in early 2011. Sugar In The Raw spokesperson Kristen Kurtz tells RBR-TVBR for 2011, details are still being finalized, but there will be a combination of network daytime, syndication and cable for the TV ad buy.


The new campaign, via, Mother New York, is a smart, yet lighthearted commentary on the role that food plays in the human experience — love, loss and plain indulgence. The ads feature recipes and rich visuals that speak to consumers in an honest, humorous way regarding their choice of sweetener.

The message: Whether going for the good ol’ stuff with Sugar In The Raw, or watching your waistline with zero-calorie Stevia In The Raw, you can have your cake and eat it too, without sacrificing taste.

“We wanted to do a different take on recipe ads by incorporating human truths and how the product and food in general play a role in daily situations,” said Bobby Hershfield and Michael Ian Kaye, creative directors at Mother.

The recipes, which include chocolate chip cookies, mulled apple cider, rich cocoa brownies, double hot chocolate and spiced iced coffee, address growing consumer confusion when it comes to choosing a sweetener. By providing practical and versatile options under one line of products—whether counting calories or enjoying the occasional indulgence—In The Raw ensures that “all of life’s sweet moments happen naturally.”

“The campaign is reflective of the In The Raw values,” said Steven Eisenstadt, CEO, Cumberland Packing Corp. “Honest, realistic, and non-judgmental. In The Raw understands the changing reasons in one’s choice of sweetener and provides the flexibility to choose, without sacrificing taste, naturalness and quality.”


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.