As chief creative officer, I led the creative for the Sun-Maid pitch at Quench — not unusual for a CCO. What was unusual, though, was that the work we pitched with is the work we produced. And I’m proud of the work. “Grow Young” was born from the insight (okay, it was a thought I threw out while eating some raisins) that even though adults weren’t snacking on Sun-Maid raisins, they’d remember how delicious they were if they’d just try them again. So we took that “insight” and ran with it and launched an omni-channel campaign that was unlike any Sun-Maid had ever done. It was their first time on TV in over 10 years and also included updating the branding and packaging while also introducing new flavors. Speaking of packaging, when we won the business, packaging wasn’t a part of the contract. We had to pitch the packaging separately after winning the main business. From social, digital, traditional, shopper marketing, promotions, PR and more, we were able to get Sun-Maid raisins back into the mouths of adults.