The Big Apple gets "bogged down" with cranberries

The Big Apple gets "bogged down" with cranberries

By: Natalie Vaughn

Most of us have seen the clever Ocean Spray commercials promoting their 100 percent juice cranberry juice. In particular, the commercials with the two cranberry farmers standing in the middle of a cranberry bog while telling the consumer why they should buy their products are especially memorable. They have a knack for getting the viewer’s attention and getting a few laughs in while informing the consumer about where their product comes from. Now Ocean Spray is taking this tactic a step further by bringing the bog to the consumer.

On October 6, Ocean Spray kicked off their “Bogs Across America” events with a real, freestanding “bog” set up in Rockefeller Plaza. The bog also featured the May family who has been harvesting cranberries for three generations.

This event coincides with a new Ocean Spray campaign that focuses on the personal stories of the cranberry growers. New labels on Ocean Spray cranberry products will feature the pictures of the actual growers of the product. This campaign also informs the consumer of another tie they have to the cranberry producer. Many people will be surprised to know that Ocean Spray is an agricultural cooperative, that is the company is owned by more than 650 cranberry and grapefruit growers in the United States and Canada.

When looking at this case in light of The Tipping Point, it is easy to see that Ocean Spray has found its stickiness factor. They have found a way to personally connect their product to the consumer by opening up and introducing the very people who create the product as if they were our next-door neighbors. Also, many people have become more concerned about where their food is grown and who is growing it. The wholesome family image that Ocean Spray has successfully conveyed eases the minds of picky mothers along with the rest of us.

Photo credit: Sarah Lohman

For more information, please visit:

http://www.prweekus.com/Ocean-Spray-highlights-its-growers-in-new-campaign/article/151742/

http://www.oceanspray.com/

http://www2.prnewswire.com/mnr/oceanspray/40169/

http://www.shoppingblog.com/blog/922093

http://www.businessweek.com/magazine/content/06_20/b3984097.htm