Ocean Spray, a brand that aims to soar cranberry’s status as a superfruit, has launched their “Just Add Cran” campaign, and introducing a new farmer character named Johnny. This new tagline will lead all future creative works and starts with three new ad spots featuring Ocean Spray’s Zero Sugar Cranberry Juice, Craisins dried cranberries, and various cranberry juice blends.
Johnny, a straight-talking cousin to the previous farmers from older ads, he is representing the brand’s New England roots and hardworking farmer-owners. In the ads, Johnny is encouraging viewers to “Just Add Cran“; suggesting that adding cranberries can make good things happen.
The new campaign created alongside Orchard Creative, shows the transformation of Ocean Spray’s famous cranberry bogs. Instead of flooding cranberries in a bog, the ads bring the bog to daily situations, showing the transformative effect of cranberries. Johnny appears waist-deep in cranberries, combining the iconic visuals into real-life scenarios.
The first batch of ads: Conference, Lunch, and Dating varieties, will be streamed on TV from June 10 to August 4, 2024, and will also be boosted through online video, display banners, and social media. Expect to see more “Just Add Cran” elements across more platforms, including social media and in-store promotions.
The Compelling History of Ocean Spray: A Cranberry Legacy
Ocean Spray’s journey began in 1930 with three independent cranberry growers: Marcus Urann, Elizabeth Lee, and John Makepeace. Their visionary team-up was driven by a shared goal to use surplus cranberry crops extensively, which resulted in the formation of the Ocean Spray Cranberries, Inc. cooperative. Marcus Urann’s successful efforts to transfer cranberries to cans have paved the way for modern cranberry sauce. Since the cooperative began to grow, they have also represented more farmers and have paved the way to innovation in a lot of cranberry products.
By the mid-2000s, Ocean Spray products had become household staples. The company’s focus on cranberry research allowed them to introduce cranberry’s health benefits, which are backed up by scientific studies. This move boosted their market presence. Today, Ocean Spray has over 700 diversified grower families, with the majority from North America, positioning the brand as a market leader in the cranberry industry.
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Ocean Spray’s “Just Add Cran” Campaign: Enhancing Everyday Moments
Ocean Spray’s “Just Add Cran” campaign is a refreshing move in the brand’s marketing campaigns. They have collaborated with Orchard Creative, and the campaign introduces “Johnny,” a character inspired by the image of the Ocean Spray farmer. Johnny represents both a continuation and adaptation of the iconic cranberry bog, which can be used in everyday scenes to emphasize cranberry products’ versatility and transformative qualities.
The campaign also aligns with the current consumer trends that favor holistic and wholesome enhancements to customer’s daily routines. The three initial ad spots – Video Conference, Lunch, and Dating – creatively put cranberries into ordinary activities, showing the fruit as an important enhancement than just being an ingredient. As Johnny walks through cranberries in an unusual scenario, the visual metaphor backs the impact of simply adding Ocean Spray products to one’s life.
This approach also sets Ocean Spray apart from their more traditional advertisements of flooded cranberry bogs, translating the importance of cranberries into real-life and relatable situations. It also puts an emphasis on Ocean Spray’s innovative drive to reach wider demographics while retaining the visual image that has long defined the brand. This campaign will be expected to run through various media platforms, including social media channels, streaming TV, and online video. For more updates on Ocean Spray’s menu releases and updates, visit their official website and social media pages.
From The Club
I’m not entirely a fan of cranberries but after knowing its health benefits thanks to Ocean Spray, I might give some of their products a try. I love how their “Just Add Cran” campaign encourages customers to add consumption of cranberries to everyday situations, which also advocates for customer’s healthier and better well-being.
