The New York Times today had a feature on the new Ocean Spray Cranberry ad campaign which may even include a "Bog Blog".
It sounds like they mean business for a change because in brainstorming the new campaign Boston's Arnold Advertising brought creative talents from other offices according to Ken Romanzi, chief operating officer for the domestic business of Ocean Spray in Lakeville. Romanzi said the agency “put together a war room, which had plastered on the walls old pictures of harvests, old advertising, old packaging.”
He adds that Ocean Spray is even considering a BLOG recounting the exploits of Justin and Henry the fictional bog-hoppers in the ad campaign, sort of a BOG BLOG. Below is the start of The Times report and the rest is clickable in the headline.
The campaign, which promotes cranberries as being
The agricultural co-operative that grows cranberries is heading back to the source in a campaign intended to convince consumers to take a closer look at their crop.
“Straight from the bog,” is getting under way as the Ocean Spray co-operative, owned by more than 650 growers, celebrates its 75th anniversary. It replaces ads that carried the theme “Crave the wave,” which peddled mostly Ocean Spray beverages.
The new campaign, by Arnold Worldwide in Boston, is centered on two growers (portrayed by actors) who are ready for work, wearing old shirts, pants known as waders and carrying rakes. The pair, the youthful rookie Justin and the calmer veteran Henry (above, right), talk up attributes of cranberries like healthfulness and taste while standing waist deep in a flooded bog (portrayed by an actual bog).
The unspoken, implied message the actors deliver: Because cranberries come straight from the bog, they are fresh, natural, authentic, the real deal In addition to traditional elements like television commercials and print advertisements, the campaign is also taking an offbeat tack with promotions that are re-creating cranberry bogs in high-profile public places like Rockefeller Center and Las Vegas. A makeover of the Ocean Spray Web site (www.oceanspray.com) to promote the “Straight from the bog” theme is also on tap.
The Ocean Spray cooperative spends about $30 million a year on advertising in the United States and an additional $20 million for ads in countries like Australia, Britain, Canada, France and Spain. Click here to read the whole story.