Who recalls the memorable jingle, “Sun-Maid, we’re America’s favorite raisin”? Kirk Kirkpatrick was creative director on the Sun-Maid brand for several years as well as several other food products at D’Arcy Masius Benton & Bowles in San Francisco. “We called ourselves the small, brown edibles agency,” he recalls, because his stable of clients included Sun-Maid, Sunsweet Prunes, Lindsay Olives, Genuine Idaho Potatoes and Diamond Walnuts. There’s a way to do packaged goods advertising and a way not to, and Kirk learned those secrets while involved in dozens of “food shoots” over the years. This knowledge would be invaluable to established brands as well as start-up companies looking to make an impact on the American marketplace.
