Iconic Sweetener Brand ‘In the Raw’ Selects Broken Heart Love Affair as Agency of Record
BHLA will partner with In The Raw on a unified brand platform to drive transformational growth
Cumberland Packing Corp., a leader in the consumer goods and sweetener industry, best known for its iconic brand In The Raw, announced it has selected Broken Heart Love Affair as the agency of record (AOR) for North America.
Broken Heart Love Affair will work with In The Raw to transform its brand strategy and future marketing campaigns.
Cumberland Packing Corp, a family-owned business with Brooklyn roots, revolutionized the industry by introducing the first sugar packet. In 1970, they pioneered the sweetener category with Sugar In The Raw, the iconic brown turbinado sugar packet. Over time, In The Raw grew into a full family of sweetener offerings, including Stevia, Monk Fruit, Agave and more.
“When people think of In The Raw, they often picture the familiar brown packet at coffee shops,” said Steven Eisenstadt, Chief Executive Officer at Cumberland Packing Corp. “However, we’re proud to offer a diverse range of sweeteners and we’re excited to invest in our enduring brand to ensure our product portfolio reaches as many consumers as possible”.
“In this highly competitive category, creating resonance and salience with consumers can provide a huge advantage,” said Jay Chaney, Partner and Chief Strategy Officer at Broken Heart Love Affair. “We look forward to partnering with In The Raw to evolve the brand strategy and foster meaningful connections with consumers in a unique and impactful way”.
Broken Heart Love Affair’s first work with the brand will roll out in Spring 2025.
About In The Raw
In The Raw® premium sweeteners are a product of Cumberland Packing Corp., a family-owned and operated business founded and headquartered in Brooklyn, NY. After launching Sugar In The Raw® in 1970, the brand has since expanded its product portfolio to enable consumers to add sweetness and versatility to their favorite recipes with sweeteners derived from nature, including Stevia In The Raw®, Monk Fruit In The Raw®, Agave In The Raw® and Honey In The Raw®. To learn more about the In The Raw® brand and its products, visit www.InTheRaw.com.
About Broken Heart Love Affair
Named one of Ad Age Best Places to Work 2024, Strategy’s Small Agency of the Year 2022, and Ad Age Silver Newcomer Agency 2021, Broken Heart Love Affair is a global brand agency and the partnership of industry veterans Jason Chaney, Carlos Moreno, Denise Rossetto, Todd Mackie, and Beverley Hammond. BHLA is focused on gathering the most decorated talent on a mission to bring back the love for brands, clients, and the creative community. The agency’s roster of category-leading client partners includes Burger King, Dairy Farmers of Ontario, Destination Ontario, G Adventures, GoRVing, GreenShield, Kruger Products, Lactalis, Parkinson Canada, The Princess Margaret Cancer Foundation, The Rec Room, Royal Ontario Museum (ROM), Simplii Financial, Toys ‘R’ Us, World Vision and more.
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