Raw Ads Get the Voice of Frances McDormand
Heartbreak, what the boss likes in her coffee and the “sweetness to tea ratio” are just a few of the scenarios featured in a humorous yet smart multi-million dollar TV ad campaign unveiled Monday by the In The Raw family of all-natural sweeteners, Sugar In The Raw and Stevia In The Raw.
The “It’s Only Natural” spots, created by Mother New York, featuring the voice of Academy Award Winner Frances McDormand, were produced and directed by Academy Award Nominee Brett Morgen, who is best known for his documentary film making. Morgen was chosen for his ability to capture real moments in interesting and visually captivating ways.
[ Also Read: Tom Hooper Directs Captain Morgan to Dive ]The “It’s Only Natural” spots tap into the truths of human nature as they relate to all things food. The witty spots show the influence of Sugar In The Raw and zero-calorie Stevia In The Raw on consumer behavior when faced with everyday decisions.
Whether trying to impress the boss, enjoying an occasional indulgence or counting calories, In The Raw has you covered—naturally.
The maker of the In The Raw brands, Cumberland Packing Corp., believes that McDormand was the natural choice for their campaign.
[ ADVERTISEMENT: Raman Media Network: Connecting Communities ]“In The Raw is honest and realistic, and we have built the voice of our brand to be good natured and smart, while also possessing a touch of wit and sass. We chose Frances McDormand because she is just that,” says Steven Eistenstadt, CEO, Cumberland Packing Corp.
The “It’s Only Natural” series of ads, which kicks off in June, will run nationally (U.S.) on network, cable and digital in six :30 and :15 spots. In addition to TV, a previously launched print campaign consisting of smartly crafted recipes will continue to run nationally, as will digital ad components and a new social media effort, to support the “It’s Only Natural” campaign.
Headquartered in Brooklyn, New York, Cumberland Packing Corp. is a family owned and operated business.
