• by Steve McClellan  @mp_mcclellan, September 6, 2016

Farmers’ cooperative Sun-Maid Growers of California has appointed Meredith Xcelerated Marketing (MXM) as its Agency of Record (AOR). MBMG was awarded media duties.   

The new assignments followed a formal review.

MXM will handle advertising, content, Web site development, social platform management and consumer promotion. The account will be run out of MXM’s Los Angeles office, in partnership with LA-based media agency MBMG.  

One of MXM’s first assignments is to develop work related to Sun-Maid’s licensed promotion for the upcoming movie “Trolls,” starring Anna Kendrick and Justin Timberlake. The film is set for release this November. As part of the tie-in Sun-Maid is giving away 10,000 tickets to see the film.  MXM is also working with parent company Meredith’s Test Kitchen to develop custom recipes that will be part of the “Trolls” promotion. 

A fully-integrated campaign supporting the holiday baking season is also underway. 

“With the passion for the Sun-Maid brand shown by MXM along with their world class digital expertise, we believe Sun-Maid has found the perfect partner to innovate the Sun-Maid message of healthy snacking, recipe usage, and products with simple ingredients, through the use of full digital spectrum to the consumer of today and the future,” stated Rich Paumen, Senior Vice President, Sun-Maid Growers of California.