• by Fern Siegel , April 17, 2024

Raw Sugar Living has appointed a creative AOR for the first time.

Minneapolis-based Periscope won the business after a competitive review, but the news was kept under wraps, only announced once initial work for the personal-care product was underway.

The agency’s remit is to augment the next phase of the brand’s growth, following a successful retail expansion. Since 2014, Raw Sugar Living has sold high-quality, vegan-friendly products, such as body wash, hair care, scrubs, lotions and lip care.

Periscope will develop brand strategy and creative campaigns. The assignment also includes connections planning and media strategy, along with media execution and optimization from media agency Rise. Both Rise and Periscope are Quad companies.

Media strategy work for the brand has begun. A creative campaign will officially launch in summer 2024. The three 15-second interim campaign spots — “Confidence,” “Joy” and “Glee” — are running on Meta, TikTok, programmatic CTV and OTT, and digital audio with Spotify.

“Our category expertise is driving growth for purpose-driven brands whose strength comes from their authentic identity,” said Annette Fonte, head of business and brand leadership at Periscope.

Michael Marquis, Raw Sugar Living CEO, added Periscope was a “trusted partner with a data-supported media strategy that showed us where we have the most potential to grow.”

The partnership marks Periscope’s fifth creative AOR partnership in the CPG category within the last year. Its client work includes Hefty, Target, Summit Brewing Co. and Minnesota Lottery.