leaderboard-top-1 by Energy BBDO

Ocean Spray has launched a new advertising campaign dubbed 'Ocean Spray, Act Tiny, Be Mighty' to tap into its roots as a farmer-owned cooperative. Ocean Spray has built a strong brand focused on the nutrient-rich cranberry, however many still don’t know that Ocean Spray is owned by family farmers who have helped preserve the family farming way of life for generations. It is designed to grow awareness for Ocean Spray’s farmers and to reflect Ocean Spray’s mission to connect farms to families for a better life.

Through the “tiny tales” of their farmer-owners, Ocean Spray is writing the next chapter in its close to 90-year history while staying true to its roots. Through the farmer families’ little actions every day, such as carefully watching frost to ensure the superfruit is protected, and conserving water for re-use on the farm, these cranberry families make a mighty impact. The goal is to share its farmers’ mighty effort loud and clear.

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.