Havas Red, under its new creator marketing practice, CRed, has launched ‘Snack the Unexpected’, an influencer-led campaign for Sunsweet that flips everything Australians and New Zealanders think they know about prunes.
Designed to break category clichés and reposition Sunsweet Prunes as the surprisingly delicious, nutrient packed snack that shows up when you least expect it. The campaign taps eight diverse creators across Australia and New Zealand spanning beauty, lifestyle, comedy, gaming, fashion and music festival culture.
Rather than leaning on familiar health aisle tropes, Snack the Unexpected reframes Sunsweet as a modern, cheeky, culturally relevant snack by placing prunes at the centre of unexpected everyday moments. From beauty GRWMs and gaming setups to workday essentials, quirky daily rituals and elevated lifestyle content.
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“At Sunsweet, we’re really focused on evolving how people see our products and expanding the role they play in everyday life. It’s great to be able to do that alongside Havas Red, with whom we’ve built a strong, long-standing partnership over the past seven years. Snack the Unexpected reflects the journey we’re on together, challenging long-held perceptions of prunes and introducing Sunsweet in fun, culturally relevant and unexpected ways that help drive awareness and connect with new audiences,” said Stephanie Harralson, vice president of international marketing at Sunsweet.
Havas Red partnered with eight creators across Australia and New Zealand each selected for the strength of their individual niches and audience trust. Each influencer was given creative freedom to integrate Sunsweet Prunes into their world in a way that felt genuine to their voice and community, resulting in authentic content that helped make the humble prune feel culturally relevant across multiple content verticals.
Guided by a clear creative direction, each influencer was briefed to avoid outdated prune jokes and instead embrace content that was bold, punchy and genuinely surprising.
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Themes included: Sunsweet prunes appearing in unexpected, aesthetic or humorous scenarios; energetic, modern visual styles with quick twists and reveals; creator driven storytelling that showed how naturally prunes fit into their world; the campaign also spotlighted the health credentials that make Sunsweet a powerhouse snack: naturally sweet, full of fibre, rich in vitamins and minerals like potassium and magnesium, low GI, and convenient for on the go snacking.
Snack the Unexpected marks Sunsweet’s push to modernise the prune category and tap into a younger, more lifestyle-driven audience. The campaign weaved seamlessly into Sunsweet’s ongoing content strategy, ensuring consistent reinforcement of the ‘unexpected snack” message beyond hero creator moments.
“We’ve had an amazing relationship with Sunsweet, and it’s always exciting to work together to bring fresh ideas to life. They have an incredible product, and our focus has been on helping make it even more loved by showing up in culturally relevant, unexpected ways. Snack the Unexpected is a great example of the journey we’re on together, and with our new CRed offering we’ve been using influencer-led creativity to build awareness, shift perceptions and connect Sunsweet with new audiences through work that feels authentic, playful and genuinely engaging,” added Stuart Hood, executive director of social and influencer at Havas Red Australia.
To date, the campaign has reached over 5.5 million people, with millions of video views and engagements, demonstrating strong audience appetite for a fresh take on a traditionally overlooked category.
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Credits:
Stuart Hood Executive Director, Social & Influencer
Joanne Ng – Social Media Strategy Director
Lucie Bladinieres – Social and Influencer Senior Account Executive
