Agency's first work for the brand taps into its farmer-owned roots
This week Ocean Spray launched a new brand platform — 'Ocean Spray. Act Tiny. Be Mighty.' — tapping into its roots as a farmer-owned cooperative since 1930.
Ocean Spray is changing its advertising communications after 12 years, to grow awareness for its farmers and to reflect the brand’s mission to connect farms to families for a better life. As the leading producer of cranberry products in the US, many consumers are aware of the Ocean Spray brand, but what many of these same people do not know is that Ocean Spray is also a cooperative owned by over 700 grower families, who have helped preserve the family farming way of life for generations.
The 'Ocean Spray. Act Tiny. Be Mighty.' platform aims to help consumers understand that through little actions every day, such as carefully watching frost to ensure their nutrient-dense cranberries are protected and conserving water for re-use on the bog, these farmer families make a mighty impact. They diligently care for and tend to the cranberry farms year-round, to produce the tiny Ocean Spray cranberries that can have a mighty impact.
The work is the first to come from creative agency partner Energy BBDO, who won the business in 2018. The campaign comes to life in a very authentic way, as it features actual Ocean Spray farmer-owners on actual family farms, with stories and experiences pulled from real life events and families. The team filmed on multiple Ocean Spray farmer-owners’ cranberry farms in the State of Washington, and incorporated over 50 farmer family members during production. Additionally, custom doodle graphics will be featured throughout each facet of the campaign in order to create a unique look that feels very personal.
“We’re excited to help build the iconic Ocean Spray brand in a new, and authentic way,” said Andrés Ordóñez, chief creative officer, Energy BBDO. “By visiting the Ocean Spray farms, we got to experience, first-hand, the authentic passion and love that goes into growing these wonderful berries. We knew we wanted to share this with consumers by shedding light on the 700 amazing grower families behind the brand and how this tiny berry can have such an amazing impact.”
The film above debuted on TV and online this week with additional farmer stories launching in the coming weeks. The 360-campaign will also include digital and social activations across various platforms.