Sway Group, a leading full-service influencer marketing and branded content agency, announces that it has been selected after a formal review to handle the influencer marketing needs of California Raisins.  

"We are honored to be working with California Raisins, a brand that has been a household name for generations," said Danielle Wiley, founder and CEO of Sway Group. "Their commitment to promoting nutritious snacking aligns with our mission to inspire positive change through influencer-shared content, and we’re excited to be a part of this upcoming campaign.”  

The funding for this initiative came from a 2022 Specialty Crop Block Grant, which helps support the growth and sustainability of the specialty crop industry. Specialty crops like California Raisins play a vital role in American agriculture and support local economies and small businesses.   As part of the campaign, Sway Group will work with a diverse group of influencers to create engaging content that showcases the versatility, nutrition benefits, and convenience of California Raisins. The influencer-generated content will be shared on targeted social media platforms, with four separate flights of content planned throughout a yearlong program.

“Sway Group's data-driven approach and experience in creating engaging content make them the ideal partner for our influencer marketing initiatives. Partnering with Sway Group is a key part of our overall strategy to achieve our goals and support our industry throughout the year,” said Tim Kenny, Vice President of Marketing, Raisin Administrative Committee (RAC).  

The partnership comes as Sway Group continues its strong business performance across a variety of industries, including multiple new retainer-based brand-direct clients. This year, Sway was named to the “2023 CM200” by Chief Marketer for the fourth year in a row. The CM200 is the world’s only editorial listing of best-in-class brand engagement and activation agencies across 11 categories and specialties serving the United States and represents the best of the marketing industry.