Sunkist Launches Campaign Honoring Storied Citrus Co-Op

The global communications marketing agency Edelman and production house Raucous partnered for Sunkist’s new campaign “Here,” a multi-narrative long form film embracing its 125-year-old, California-based citrus cooperative.

“This was Sunkist’s first big national campaign in a decade,” said Associate Creative Director Christopher Swanson. “That’s a long time. Which means a whole new crop of consumers for the brand to reintroduce itself to as a fresh citrus brand, and do it in an authentic way that reflects the real life moments our audience can relate with.”

According to Raucous director Matt Rainwaters, it was paramount from Sunkist’s perspective to champion the thousands of citrus farming families who make Sunkist what it is today; they became the heart and soul of the project. Over the course of several days — sprawling groves from the greater Los Angeles area to Orange Cove, CA — Rainwaters and his production team captured the sun-drenched ins and outs of orchard life.

Since the intimate film needed to balance the sweeping brilliance of citrus country with the earthy grit of cultivation and harvest, Rainwaters felt it necessary to bring a wide-range of filmmaking techniques to the shoot to ensure that the production reified the people at the heart of this experience. Using time lapse, interviews, and immersive state-of-the-art capture, the short film introduces viewers to new nurseries, agricultural practices and family-enriched innovations transcending the workplace. Ultimately, the in-depth campaign evokes the importance of heritage while pointing forward to a new generation of Sunkist Growers.