BOSTON, MA - The fact I can’t hear someone say anything is “great” without thinking of Tony the Tiger, or the term “Oh yeah” without hearing the voice of the Kool-Aid man, is proof of the impact mascots and characters have on successful campaigns. Household name Ocean Spray Cranberries is reviving this strategy with the introduction of a farmer-inspired character with Just Add Cran™.

“We are thrilled to launch our Just Add Cran campaign, which shines a spotlight on the transformation that happens when you ‘just add cran’ to any dish or moment—good things happen,” said Monisha Dabek, Senior Vice President and Chief Commercial Officer, USA. “Additionally, through the introduction of Johnny, we are continuing to hero our co-op owners, who are the heart of our business, while introducing a new icon for the next generation.”

Developed in partnership with Orchard Creative, the new mantra—which will fuel all future creative work—is debuting with three new ad spots highlighting the company’s new Zero Sugar Cranberry Juice Drink, Craisins® dried cranberries, and the fan-favorite cran-forward juice blends line.

Johnny, the company detailed in a press release, acts as the straight-shooter cousin of the two beloved farmers featured in Ocean Spray ads from 2008 to 2018. Meant to embody the brand’s New England roots and the grit of the farmer-owners who serve as the core of the brand, this certainly aligns well with a no-filter trend being seen especially in demand with Gen Z and younger.

The company’s staple cranberry bogs, which centered on bringing the viewers to the flooded cranberry stage, will be brought to the people for the first time in the coming three campaign spots: Johnny shows up waist-deep in cranberries, the spots’ protagonist surrounded by the iconic floating visual and the call-to-action to “Just Add Cran,” showcasing what the company described as the evolution of one of Ocean Spray’s most famous visual assets.

The first ads stemming from the campaign, Video Conference, Lunch, and Dating, will air across streaming TV from today, June 10, through August 4.

With plans to be brought to life in-store and online, we will certainly report back on this and other impactful campaigns in our industry.