Overview

‘‘HELLO, WE’RE OCEAN SPRAY GROWERS.’’

Ocean Spray, a trusted name in households for over 75 years, was losing its relevance in a declining category and Ocean Spray was feeling the pain with five years of flat sales. In 2004, we recognized three key challenges : 1) People worrying about carb and sugar content, 2) Private Label growth, and 3) New "healthy" competitors. We knew that this new reality required a new focus.

We made it our mission to communicate the health story in a way that was relevant to consumers, provided a "value" that justified the premium pricing, and remained true to the 75 year-old Ocean Spray Grower owned cooperative.

Our ‘‘Straight from the Bog’’ campaign features two growers standing in a bog and reintroducing the cranberry – with its powerful nutrients and uniquely delicious taste – to the world. The simple, beautiful iconography of farmers in a sea of red berries instantly telegraphs "good for you" and "from a good place." We're proud of how this campaign has evolved and has had continued success year after year.

YOU’LL FIND US IN THE BOG…EVEN ACROSS THE POND.

This uniquely spectacular bog setting has proved to be fertile ground for Ocean Spray advertising in almost any market, including the U.S., Canada, UK, France, Netherlands, Ireland, Belgium, and Australia. From Craisins® to cranberry blends to cranberry sauce, nearly every product is sold ‘‘Straight from the Bog.’’ Sure, once in awhile the guys have been known to take a little road trip, like up to Cousin Everett's blueberry farm in Maine to sell their Blueberry Juice Drinks. But the bog is truly their home.

WE’VE LEFT NO TOUCH POINT UNTOUCHED.

TV SPOTS WITH A WHOLESOME MESSAGE

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. Over the years, celebrities have even waded into
the bog at New York City's Rockefeller Center®.
The Today Show's Al Roker has reported live from the bog. Martha Stewart got into the bog to share Thanksgiving dinner with 45 kids at a 50-foot-long kids’ table, hosted by Ocean Spray in partnership with Share Our Strength®. And Celebrity Chef
Ming Tsai and 30 lucky guests donned waders
while he served up Ocean Spray ‘‘mocktails’’ from
a pop-up bar in the bog.

BRANDED CONTENT THAT JUST MAKES SENSE

To help extend the selling season of 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 by 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 it 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 last 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 created for Ocean Spray. Our most notable accomplishment to date is a complete redesign of the brand website, which was based on a comprehensive digital strategy.

Research told us that recipes were the #1 reason users visited oceanspray.com. But the user experience was lacking. So, building on the popularity of Ocean Spray recipes, we transformed the website to feel more modern and bright, better connected with the social space, and well-suited to grow with the brand. Vibrant imagery and enhanced navigational features help to showcase Ocean Spray's signature recipes and welcome users to an enthusiastic online community. The site also offers a meaningful look into Ocean Spray's products, history, and values, highlighting the importance of their heritage as a grower-owned cooperative.

"Well done, Ocean Spray. The new website layout is very visually appealing, easy to navigate, has great recipes. Overall, a product that I have used for over 30 years continues to provide users with quality information to support their delicious products."
– Wendy, Cranberry Club Member

RESULTS? THE PROOF IS IN…WELL, THE CRANBERRY SAUCE.

‘‘Straight from the Bog’’ has been an enormous success for Ocean Spray, fueling sustained growth every year since its launch in North America. Additionally, their return on investment is impressive and far exceeds industry norms. And as the campaign takes hold on a global scale, the results are proving positive. Since France started running the spots, their business has seen double-digit growth.

The oceanspray.com redesign has also garnered incredible results, with 91% of visitors indicating they were more likely to purchase after visiting the new site. And recipe engagement has increased by 380% over the old site.