Ocean Spray Launches New Creative Campaign; Dan Hamilton Comments
BOSTON, MA - Rolling out its latest creative campaign, titled What will you do with all that Power™, Ocean Spray Cranberries is harnessing the power of the cranberry and unleashing it across the United States. Tapping into social media, media, and other digital outlets, the company is using its popular cranberries to build its consumer brand connection while boosting retail sales.
"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 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 campaign uses custom animation to evoke the power of the cranberry, inspired by the farms, science, and history of the North American superfruit, a release stated. The company’s new multichannel campaign also showcases the vibrancy, positivity, and health benefits of cranberries to get shoppers thinking about the explosive power of each small berry.
Ocean Spray has already seen immense success online over the past few years, as it reached over 3 million new consumer households through a viral TikTok movement. Now, the farmer-owned cooperative is continuing this momentum with its new campaign.
Featuring TV and digital spots with a voiceover by Bo Hudson and music by John Also Bennett, the campaign will launch across the U.S. through a variety of platforms.
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