We strategically chose media that told the visual story of the cranberry while aligning with the brand’s personality. For the harvest, we worked with the CBS Early Show. Weatherman Dave Price broadcast live from one of Ocean Spray’s bogs - allowing for constant exposure during the two hour program. Ocean Spray was able to share the beauty of the harvest, as well as communicate taste, health and heritage messages. Additionally, we focused placements and added value leading into and on Thanksgiving, including units in key Thanksgiving programming like Charlie Brown Thanksgiving, Martha Stewart, and the Macy’s Thanksgiving Day Parade. Recipes on two separate episodes of The Martha Stewart Show showed the versatility of usage. Additionally, we utilized added value to help position Ocean Spray as a resource for Thanksgiving tips via tagged tips in We’s Thanksgiving Day movie and themed sponsorships on the Early Show and Good Morning America.

The campaign delivered outstanding results for Ocean Spray:All Ocean Spray brands experienced growthOcean Spray Cranberry Juice outpaced all category growthOcean Spray overall market share grew substantially