Oppy Ramps Up for Holiday Promotions With Ocean Spray® Cranberries; Brett Libke, Eric Sinsigalli, and TJ Wilson Discuss
- by Jenna Plasterer
VANCOUVER, BC - One of the hardest parts of the pandemic has been the separation created amongst family and friends, but as restrictions are beginning to ease and the holidays approach, consumers are gearing up to come together with loved ones once again. Celebrating the impending reunions, Oppy is spotlighting Ocean Spray® cranberries with its #BetterTogether holiday campaign.
“Last year, we wondered if people would still commemorate the holidays with classic dinner favorites,” said Oppy’s Senior Vice President of Sales for North America Brett Libke. “Ocean Spray found that they did, just on a smaller serving plate, in their tight-knit bubbles. While we aren’t through this thing yet, we are proud to provide a traditional item like the cranberry that evokes happy family times in so many, in this new era.”
The #BetterTogether campaign will feature brand collaborations, influencer marketing, events and virtual experiences, and digital media, according to a press release. For buyers, there will also be consumer marketing in the form of sweepstakes and display opportunities that have the power to improve conversion, increasing dollar velocity by 174 percent when Ocean Spray® cranberries are supported with a display.
“We have a new perspective on what matters. This holiday season, it’s all about quality—of the food we serve and of the friends and family we choose to share it with,” shared Eric Sinsigalli, Director of Sales at Ocean Spray. “Traditions mean even more as we host our first holiday or take on new meaning as we reunite generations in the kitchen. It’s about flavors, both beloved and new, that taste even better when we’re together.”
Evolved from Ocean Spray’s Togetherness concept last holiday season, #BetterTogether will further highlight the important bonds that make the season so special and how the company’s beloved cranberry brand is a great tool to inspire deeper connections.
By utilizing social media and digital engagement, Ocean Spray is reaching a wider demographic, including millennials, who data found embraced tradition throughout the pandemic by hosting their own small gatherings. According to the company’s release, the millennial age group showed the greatest increase to do so compared to other demographics.
“We know that Ocean Spray cranberries are well-positioned to bring people together. It’s that familiar, trusted, and beloved brand that consumers of all ages seek out for their special cranberry sauce during the holidays,” added Brand and Key Account Manager TJ Wilson, who heads the brand strategy for Ocean Spray products at Oppy. He also noted that Ocean Spray holds nearly 60 percent of fresh cranberry market share throughout the fall and early winter. “I can absolutely relate. Last year, my own family didn’t get together for the holidays, and with that, missed out on my grandmother’s homemade cranberry sauce. Like many, I’m most excited to enjoy some of those traditional sensory moments with loved ones again.”
As the holidays and Ocean Spray’s campaign kick off, the brand’s cranberries are showing great promise to meet the upcoming increase in demand.
“With the cranberry harvest season beginning mid-September, total crop and volumes are on track, similar to last season. Wisconsin is Ocean Spray’s largest growing region and we’re very optimistic to have a strong 2021 harvest,” commented Sinsigalli.
Ocean Spray’s cranberries are not the only one of its products to gain consumer attention. Since partnering with Oppy in 2003 to market fresh cranberries, the company’s presence in the produce department has expanded significantly to now include strawberries, raspberries, blackberries, blueberries, citrus, and grapes.
“While the produce section often faces challenges with label pollution, this time of year is a good reminder to consumers that the same label they know and love for its cranberries also provides exceptional products throughout the department year-round,” Wilson remarked.
How will this new campaign and the expansion of its continued partnership with Oppy help Ocean Spray to strengthen its foothold in fresh produce? Time and AndNowUKnow will tell, so keep a page open for us.