“HELLO, WE’RE OCEAN SPRAY GROWERS.”
Ocean Spray, a trusted name in households for over 75 years, was losing its relevance in a world that favored vitamin waters, energy drinks and healthy elixirs. The juice category in general was seeing a decline – a victim of the anti-carb craze – and Ocean Spray was feeling the pain with five years of flat sales.
To move Ocean Spray forward, we went back to the brand's roots: a cooperative of local farmers. And we leveraged the cultural interest in good-for-you food to our
advantage. Our “Straight from the Bog” campaign features two growers, Justin and Henry, who reintroduce the cranberry and its powerful nutrients and antioxidant properties to the world from a bog. This simple, beautiful iconography – farmers in a sea of red berries – instantly telegraphs good for you and from a good place. A highly relevant position for the consumer and the times.
YOU’LL FIND US IN THE BOG.
This format is used to sell every Ocean Spray product – Craisins® are sold in the bog, cranberry blends are sold in the bog, Diet Ocean Spray® is sold in the bog. They even celebrate Thanksgiving, complete with a turkey and cranberry sauce, in the bog.
WE’VE LEFT NO TOUCH POINT UNTOUCHED.
TV SPOTS WITH A WHOLESOME MESSAGE
Click to view spot
Click to view spot
Click to view spot
PRINT ADS THAT REALLY PAY OFF
BRAND PROMOTIONS BUILDS “BOGS ACROSS AMERICA”
We’ve built life-size cranberry bogs in New York City, Chicago, Hollywood and at Gillette Stadium in Massachusetts, complete with "Bog Squads" handing out samples, recipe books and coupons. The "Today Show"'s Al Roker even got into the bog.
BRANDED CONTENT THAT JUST MAKES SENSE
To help extend the selling season for cranberries past Thanksgiving, we partnered with Ocean Spray to produce a new children's holiday program for Christmas. "Cranberry Christmas," adapted from a well-known children's book of the same title, will be a tradition on ABC Family Network every December and features original music by Barry Manilow.
The show debuted in 2008 and was a ratings success, with over a million and a half viewers. And the theme song by Barry Manilow peaked at number six on the adult contemporary charts that Christmas.
Click to view spot
Click to view "Cranberry Christmas"
DIGITAL MARKETING WITH A KEEN EYE ON THE TARGET
On the digital front, we've seen a high level of consumer engagement with the work we've done for Ocean Spray. When we launched Cranergy.com, more than 20% of visitors to the Cranberry Club portion of the website completed a high-value task such as playing the energy meter for Cranergy® and/or joining the Club. In addition to keeping consumers engaged on the website, the loyalty club has doubled in the past two years.
RESULTS? THE PROOF IS IN… WELL, THE CRANBERRY SAUCE.
“Straight from the Bog” has been a giant success for Ocean Spray, fueling growth every year since its launch. Today, overall sales of Ocean Spray are up 14% in a category declining by 5%. Fueled by innovative new products and a strong brand platform, Ocean Spray has seen continued growth year over year. Additionally, their return on investment is impressive and far exceeds industry norms.
