Iconic Sweetener Brand ‘In the Raw’ Selects Broken Heart Love Affair as Agency of Record

Cumberland Packing Corp., a leader in the consumer goods and sweetener industry, best known for its iconic brand In The Raw, announced it has selected Broken Heart Love Affair as Agency of Record (AOR) for North America.

Broken Heart Love Affair will work with In The Raw to transform its brand strategy and future marketing campaigns. 

Cumberland Packing Corp, a family-owned business with Brooklyn roots, revolutionised the industry by introducing the first sugar packet. In 1970, they pioneered the sweetener category with Sugar In The Raw, the iconic brown turbinado sugar packet. Over time, In The Raw grew into a full family of sweetener offerings, including Stevia, Monk Fruit, Agave and more.

“When people think of In The Raw, they often picture the familiar brown packet at coffee shops,” said Steven Eisenstadt, chief executive officer at Cumberland Packing Corp. “However, we’re proud to offer a diverse range of sweeteners and we’re excited to invest in our enduring brand to ensure our product portfolio reaches as many consumers as possible”.

“In this highly competitive category, creating resonance and salience with consumers can provide a huge advantage,” said Jay Chaney, partner and chief strategy officer at Broken Heart Love Affair. “We look forward  to partnering with In The Raw to evolve the brand strategy and foster meaningful connections with consumers in a unique and impactful way”. 

Broken Heart Love Affair’s first work with the brand will roll out in Spring 2025.