Sweetener brand, In The Raw, gets naked (literally) in its campaign by Broken Heart Love Affair. The hero commercial uses the attention-grab of nudity, plus absurd deadpan humour and a tongue-in-cheek commentary on how far brands will go to stand out, to underline the brand’s ethos – simple ingredients, honest sourcing, and unmistakable craft.

The new campaign represents one of the most comprehensive marketing efforts in the brand’s history. Beyond the hero spot, the work marks a broader strategic reset for the brand, introducing a clarified masterbrand platform and visual system designed to reconnect the full portfolio under one cohesive point of view, anchoring the entire range in core product, Sugar In The Raw packet’s recognisable craft paper aesthetic, long associated with authenticity and quality.

“This wasn’t just a new campaign, it was an opportunity to reset how the brand shows up everywhere,” stated David Goldfarb, COO of In The Raw parent, Cumberland Packing Corp. “We wanted to build a stronger, more cohesive system that honors our heritage while enabling the brand to keep evolving and growing into the future.”

“Ending the spot without a tagline or added explanation was intentional,” said Matt Barrett, senior director of marketing at Cumberland Packing Corp. “It felt true to the brand. In The Raw doesn’t need to overstate itself; the name says it all.”

“There’s often pressure in marketing to add layers, louder ideas, and more explanation,” added Carlos Moreno, partner and chief creative officer at Broken Heart Love Affair. “With In The Raw, the opportunity was to flip that instinct on its head. By using humor and exaggeration to expose the absurdity of marketing culture, we were able to land on something simpler and more honest letting restraint become the creative idea itself.”

Broken Heart Love Affair was appointed creative agency of record for In The Raw in late 2024.

Credits: 

Client: Cumberland Packing Corp [In The Raw]
Chief Operating Officer: David Goldfarb
Senior Director of Marketing: Matt Barrett
Designer: Jennifer Eisenstadt
Senior Graphic Designer: Michael DeFelice
Senrior Marketing Communications Manager: Sara Hoskow

Agency: Broken Heart Love Affair
Partner & Chief Creative Officer: Carlos Moreno
Partner & Chief Strategy Officer: Jay Chaney
Chief Creative Officers: Craig McIntosh & Jaimes Zentil
SVP, Strategy: Kristy Pleckaitis
Creative Directors: Craig McIntosh & Jaimes Zentil
Art Director: Jaimes Zentil
Copywriter: Craig McIntosh
Head of Design: Dave Watson 
EVP, National Managing Director: Rachelle Claveau
VP, Business Lead: Amy Greenspoon
Account Supervisor, Brand Lead: Sweetha Mahendran
SVP, Executive Producer: Erica Metcalfe
Producer: Alexandra Kotschorek

Production Company: Holiday Films
Executive Producer: Josefina Nadurata
Director: Aaron Ruell
Director of Photography: Bobby Shore
Producer: Kyle Welton

Casting Company: Mann Casting

Editorial Company: Saints Editorial 
Executive Producer: Morgan Campbell
Producer: Phoebe Lorimer
Editor: Griff Henderson 
Assistant Editor: Sam Rousseau

Colour & VFX Company: Darling VFX
Colourist: Patrick Samaneigo
Colour Assistant: Eric Kingsbury 
Flame Artist: Lauren Rempel
Assistant Flame Artist: Lee Nisar
Executive Producer: Stephanie Hickman
Producer: Faith Clark

Audio House: Eggplant Music & Sound
Audio Directors: Adam Damelin & Jamie Pennock
Engineer: Nathan Handy
Sound Design: Peter Pacey
Executive Producer: Nicola Treadgold 
Producers: Laura Merrett & Nick Nadeau

Media Agency: Giant Spoon
Executive Media Director: Nick Papa
Media Director: Claire Lovell
Associate Media Director: Meghan Lynch
Media Planner: Rocio Perez