Campaign name and strapline

Reach for Raisins logo lock-up: the words "Reach for Raisins" in a rounded plum script with two raisins beside them, and the strapline "Be your best, naturally." beneath.

Campaign name & call to action

Reach for Raisins.

The campaign line serves as a clear call to action, encouraging consumers to choose raisins as a simple, natural and convenient solution to their everyday needs. Its alliteration makes it memorable and easy to recall, while its natural, conversational phrasing lends itself effortlessly to radio, video voiceovers and everyday speech.

Supporting strapline

Be your best, naturally.

The strapline completes the thought behind the campaign. “When you need…” identifies a personal need, “Reach for Raisins” offers a simple, natural choice, and “Be your best, naturally” connects that choice to a woman’s desire to look after herself and her family.

Three campaign pillars.

The campaign is built on three pillars, each giving women a different reason to reach for raisins. Every pillar answers a specific everyday need with a distinct benefit of raisins.

  1. Pillar | 01

    Exercise & Activity

    Positions raisins as a natural source of carbohydrate energy, supporting women through physical activity, endurance and post-exercise recovery.

  2. Pillar | 02

    Nutrition

    Highlights the nutritional value of raisins, connecting fibre, iron and potassium to specific functions that contribute to everyday health and wellbeing.

  3. Pillar | 03

    Convenience

    Demonstrates how easily raisins fit into busy lifestyles, offering a simple, ready-to-eat and portable choice for women balancing work, parenting and everyday routines.

Campaign messaging structure.

The campaign follows a consistent and simple four-part messaging structure that creates a clear connection between the consumer’s everyday needs and raisins as a natural choice. Every execution follows the same four steps: the pillar changes the need and the benefit, while the logo lockup and strapline stay constant. It’s deliberately easy to understand, recognise and adapt across different benefits, audiences and advertising formats.

  • When you need…

    Opens every execution with a conversational line that speaks directly to the viewer.

  • The pillar

    Completes that line with the need (exercise and activity, nutrition or convenience) and backs it with the raisin benefit that answers it.

  • Reach for Raisins.

    The campaign line, shown in the logo lockup, introduces raisins as the answer and is the call to action.

  • Be your best, naturally.

    The strapline closes the sequence by linking the choice to a bigger payoff: her everyday wellbeing.

In-store display.

An in-store display in a supermarket produce aisle: a tall screen showing the Reach for Raisins poster with the words "when you need ENERGY" and a woman in a headstand, beside shelves of fresh vegetables.

Outdoor advertising: single format.

An outdoor billboard on a modern city building showing the Reach for Raisins campaign: two women running beside the word FIBRE in large letters, with the logo and the line "Be your best, naturally."

Mobile applications.

A smartphone lying on a wooden table showing a Reach for Raisins social ad: a smoothie with raisins, the line "just add them +" and 281mg of natural potassium.
A woman holding a smartphone in a lavender case, its screen showing a Reach for Raisins social ad with the words "when you need simplicity to be your best."

Outdoor advertising: montage.

A row of Reach for Raisins campaign posters on a long street hoarding: a woman in a headstand with the word ENERGY, a close-up portrait, a bowl of oats with raisins, a runner with the line "boost your energy with 24g of natural carbohydrates", a fitness-goals poster and the logo, with two women jogging past.

Print & publications.

A magazine spread for Reach for Raisins: on the left a woman packing a lunchbox and backpack beside the word SIMPLE, on the right a clear pouch of raisins being taken from a lilac backpack with the words "Grab + go convenience".

Social content.

Pillar | 01: Exercise & Activity

Positions raisins as a natural source of carbohydrate energy for women who lead active lifestyles. The creative centres on movement and personal fitness, using energetic lifestyle imagery to connect with women who enjoy physical activity. Each carousel introduces a specific exercise-related need, demonstrates how raisins fit into an active routine and supports the message with relevant nutritional facts. This connects the benefits of raisins to different stages of exercise, from preparation and endurance to recovery. By focusing on the woman and her activity, the creative makes raisins a natural part of her fitness journey.

Social content.

Pillar | 02: Nutrition

Focuses on what raisins naturally contain and how these nutrients contribute to everyday health and wellbeing. The creative is product-led, using appealing food photography to showcase raisins in familiar meals, snacks and recipes. Each carousel introduces a specific nutritional need, demonstrates how raisins can be incorporated into everyday food preparation and highlights one measurable nutrient and its specific benefit to support the message. By combining nutritional education with appetite appeal, the creative encourages women to consider raisins as a valuable ingredient in their daily diets.

Social content.

Pillar | 03: Convenience

Focuses on how raisins can make busy everyday routines easier. The creative draws on familiar moments from work, parenting and life on the move, where simplicity and convenience matter most. Rather than simply explaining the benefits, each carousel visually demonstrates a practical advantage, whether that is saving preparation time, offering portability or showing versatility. By connecting everyday responsibilities with simple, practical food choices, the creative positions raisins as an easy addition to a busy, balanced lifestyle.

See Strategy and Rationale