In The Raw Ad Campaign Goes for Real Deal

The In The Raw family of all-natural sweeteners, which consists of Sugar In The Raw and Stevia In The Raw, has launched “It’s Only Natural,” a multimillion-dollar ad campaign with spots created by ad agency Mother New York, featuring the voice of Academy Award-winning actress Frances McDormand, and produced and directed by Academy Award-nominated documentarian Brett Morgen.

The witty ads aim to tap into the truths of human nature by illustrating the influence of the sweeteners on consumers when they’re faced with everyday decisions. What’s more, the products and their unseen celebrity representative are a perfect fit, according to the manufacturer. “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,” noted Steven Eistenstadt, CEO of Brooklyn, N.Y.-based Cumberland Packing Corp., maker of the In the Raw brand as well as such the well-known sugar-free sweetener Sweet ‘N Low. “We chose Frances McDormand because she is just that.”

The commercials, which begin airing this month, will run nationally on network, cable and digital in six 30- and 15-second spots. Along with the TV exposure, a previously introduced print campaign offering recipes will continue to run nationally, as will digital ad components and a new social media effort.