Brand strips back to simplicity in new campaign by Broken Heart Love Affair
After more than five decades in the category, In The Raw® is stripping away the excess and letting the brand speak for itself.
The legacy sweetener brand is launching a full-scale masterbrand refresh, which represents a strategic reset that unifies the brand’s platform, portfolio architecture, and creative system under a single point of view. The update spans every major touchpoint, from refreshed packaging and visual identity to digital experiences and an integrated media rollout. Leading the launch is a new video campaign that introduces the refreshed brand to the market, cutting through category noise to refocus In The Raw on simplicity, trust, and honest sweetness. No matter the sweetener, In The Raw.
“This wasn’t just a new campaign; it was an opportunity to reset how the brand shows up everywhere,” said David Goldfarb, COO of Cumberland Packing Corp. “We wanted to build a stronger, more cohesive system that honors our heritage while enabling the brand to keep evolving and growing into the future.”
The launch is led by a comedic hero film that deliberately satirizes the excess that comes from taking the idea of “In The Raw” far too literally. Developed with creative agency Broken Heart Love Affair and directed by Aaron Ruell of Holiday Films, the spot opens with an overconfident, spectacle-driven pitch that escalates into visual absurdity — a tongue-in-cheek commentary on how far brands will go to stand out.
At the height of the chaos, In The Raw hits pause. The film breaks its own momentum to ask a simple question: what if we do less? The spectacle collapses into restraint, and the ad ends quietly with the product lineup displayed on a table.
“Ending the spot without a tagline or added explanation was intentional,” said Matt Barrett, Senior Director of Marketing at Cumberland Packing Corp. “It felt true to the brand. In The Raw doesn’t need to overstate itself; the name says it all.”
“There’s often pressure in marketing to add layers, louder ideas, and more explanation,” said Carlos Moreno, Partner and Chief Creative Officer at Broken Heart Love Affair. “With In The Raw, the opportunity was to flip that instinct on its head. By using humor and exaggeration to expose the absurdity of marketing culture, we were able to land on something simpler and more honest letting restraint become the creative idea itself.”
Founded in 1970, In The Raw is best known for the iconic Sugar In The Raw® packet. Over time, the brand expanded into a broad portfolio including stevia, monk fruit, agave, honey, and more. While the original product earned deep recognition, consumer research showed many shoppers didn’t always connect the broader lineup to the masterbrand. The refresh addresses that challenge by bringing the entire portfolio together under a cohesive brand and visual system anchored in the Sugar In The Raw® packet’s craft paper aesthetic that has long symbolized authenticity and quality.
The work marks one of the most comprehensive marketing efforts in the brand’s history and extends across refreshed packaging, digital experiences, and a fully integrated, multi-channel rollout led by the hero film.
Broken Heart Love Affair was appointed creative agency of record for In The Raw in late 2024.
About In The Raw
Founded in 1970, In The Raw® is a family of sweeteners known for simple ingredients, honest sourcing, and unmistakable craft. Best known for the iconic Sugar In The Raw® packet, the brand offers a growing portfolio of natural and alternative sweeteners. In The Raw is committed to doing less, so what matters most can shine. Visit www.InTheRaw.com to learn more.
About Broke Heart Love Affair
Named one of Ad Age Best Places to Work 2024, Strategy’s Bronze Agency of the Year 2024 and Small Agency of the Year 2022, ADCC Scarlet Letter Small Agency of the Year 2024, as well as Ad Age Silver Newcomer Agency 2021, Broken Heart Love Affair is a global brand agency 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 Dairy Farmers of Ontario, Destination Ontario, DoorDash Canada, Drake International, GoRVing, Humber College, In The Raw, Kruger Products, Lactalis, Levelwear, Parkinson Canada, The Princess Margaret Cancer Foundation, United Way Greater Toronto, World Vision and more. Visit BHLA here.
In The Raw: Credits
Client: Cumberland Packing Corp.
Brand: In The Raw
Launch Date: February 17, 2026
Chief Operating Officer: David Goldfarb
Senior Director of Marketing: Matt Barrett
Designer: Jennifer Eisenstadt
Senior Graphic Designer: Michael DeFelice
Sr. Marketing Communications Manager: Sara Hoskow
Agency: Broken Heart Love Affair
Partner & Chief Creative Officer: Carlos Moreno
Partner & Chief Strategy Officer: Jay Chaney
Chief Creative Officer: Craig McIntosh
Chief Creative Officer: Jaimes Zentil
SVP, Strategy: Kristy Pleckaitis
Creative Director: Craig McIntosh
Creative Director: Jaimes Zentil
Art Director: Jaimes Zentil
Copywriter: Craig McIntosh
Head of Design: Dave Watson
EVP, National Managing Director: Rachelle Claveau
VP, Business Lead: Amy Greenspoon
Account Supervisor, Brand Lead: Sweetha Mahendran
SVP, Executive Producer: Erica Metcalfe
Producer: Alexandra Kotschorek
Production Company: Holiday Films
Executive Producer: Josefina Nadurata
Director: Aaron Ruell
Director Of Photography: Bobby Shore
Producer: Kyle Welton
Casting Company: Mann Casting
Editorial Company: Saints Editorial
Executive Producer: Morgan Campbell
Producer: Phoebe Lorimer
Editor: Griff Henderson
Assistant Editor: Sam Rousseau
Colour & VFX Company: Darling VFX
Colourist: Patrick Samaneigo
Colour Assistant: Eric Kingsbury
Flame Artist: Lauren Rempel
Assistant Flame Artist: Lee Nisar
Executive Producer: Stephanie Hickman
Producer: Faith Clark
Audio House: Eggplant Music & Sound
Audio Director: Adam Damelin
Audio Director: Jamie Pennock
Engineer: Nathan Handy
Sound Design: Peter Pacey
Executive Producer: Nicola Treadgold
Producer: Laura Merrett
Producer: Nick Nadeau
Media Agency: Giant Spoon
Executive Media Director: Nick Papa
Media Director: Claire Lovell
Associate Media Director: Meghan Lynch
Media Planner: Rocio Perez
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