Beverage News
Ocean Spray Launches New Marketing Campaign
Ocean Spray Cranberries, Inc., the agricultural cooperative owned by more than 700 farmer families, unveils its newest marketing campaign “Ocean Spray X Nature,” highlighting the brand’s commitment to sustainable processes and regenerative agriculture. The creative supports Ocean Spray’s mission to continue connecting farms to families for a better life and spotlights the passion and care with which Ocean Spray farmers grow their fruit. Most recently, Ocean Spray announced that its cranberries have been verified as sustainably grown through the Sustainable Agriculture Initiative Platform benchmark.
Developed with Energy BBDO, the TV spots and accompanying digital creative take a unique spin on the idea of a buzzy fashion collaboration and apply it to farming practices that have existed at Ocean Spray for decades. The creative features elements of nature including bees, soil, sun, and water, which show how Ocean Spray farmers work with each element individually and together to benefit the entire farm’s ecosystem.
“Collaborations between brands have become common place and as we looked at our 2020 campaign ahead of our 90th Harvest, we were inspired by the true meaning of collaboration,” said Chris O’Connor, Vice President of Marketing at Ocean Spray. “At Ocean Spray, our farmers collaborate every day with nature to bring families around the world the freshest and most sustainably grown ingredients. This campaign puts front and center the dedication to growing food the right way – that’s good for the environment and our future.”
“A brand collab with nature is the perfect way to express Ocean Spray’s sustainable farming practices to a modern audience,” said Co-Chief Creative Officers Josh Gross and Pedro Pérez at Energy BBDO. “The beauty of this collab is that it will continue to evolve because Ocean Spray works with nature in so many different ways.”
Additional iterations of the campaign will follow, which dive deeper into the specific collaborations with each individual element of nature. Creative will launch across tv and digital starting June 15th, 2020, with a heavy focus around summer and celebrating nature.
Source: Ocean Spray
