Boston, Massachusetts-based Ocean Spray Cranberries Inc. is launching a brand refresh and new creative campaign.
“What will you do with all that power?” uses animation to promote the power of the cranberry, inspired by the farmers, the science and the history of the original superfruit. Ocean Spray’s multichannel campaign explores the positivity and health benefits of the cranberry.
“The essence of the cranberry power story lies in our farmer-owners. Ocean Spray cranberry growers have always known that the cranberry is a uniquely powerful food source. Over nearly a century, proudly passed down through generations, our farmer-owners cultivate and nurture this superfruit, with almost mystical reverence for the mighty cranberry in all its glory and endless possibilities,” said Dan Hamilton, head of Ocean Spray’s marketing center of excellence.
“With our amazing agency partners, we have brought our brand to life in a way that tells the story of our mighty cranberry with simplicity and humanity, staying rooted in culture as the next extension of our brand, inviting consumers to harness the power of the cranberry in their own individual journeys.”
The creative campaign was developed with Ocean Spray’s creative agency of record, Lightning Orchard. It was produced and animated by Dress Code and features TV and digital spots with a voiceover by Bo Hudson and music by John Also Bennett. KWG Advertising, Ocean Spray’s media AOR, is leading the media planning and buying for the campaign. Creative will be launched across the U.S. in linear and streaming TV, Facebook, TikTok, Snapchat, programmatic video and YouTube.
“We put on waders, walked amongst the berries and felt something magical. As we toured the bogs during harvest, we met with many farmers and learned of the cranberry’s scientific benefits,” said Jimm Lasser, executive creative director at Lightning Orchard. “During creative development, it was exciting to see the team evoke that power we experienced on our visit. We are so excited to share that new vision – and what makes cranberries so special – with audiences.”
“What will you do with all that power?” will connect the scientific benefits of the cranberry, which have continued to be explored and celebrated by Ocean Spray’s functional product and ingredients portfolio.
Founded in 1930, Ocean Spray is an agricultural cooperative owned by more than 700 cranberry farmers in the U.S., Canada and Chile who have helped preserve the family farming way of life for generations. The cooperative’s cranberries are featured in products in more than 100 countries worldwide.
For more information visit oceanspray.com.