LAKEVILLE–MIDDLEBORO, Mass. — 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. Ocean Spray. Act Tiny. Be Mighty launched January 7 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 of Ocean Spray. Act Tiny, Be Mighty. is to share its farmers’ mighty effort loud and clear! Ocean Spray. Act Tiny, Be Mighty. communicates Ocean Spray’s commitment to authenticity, health and wellness, and sustainability.
The campaign comes to life in a very genuine way, featuring actual Ocean Spray family farmers on their farms, with stories pulled from real life events in the farmers’ lives. Ocean Spray recognizes the important stake its farmer families have in the company’s future. Each farm and its efforts may seem tiny on its own, but collectively these farmers can have a mighty impact. Working together and with nature makes a mighty impact on how Ocean Spray’s family farmers thrive, thus sowing the seeds for their next generation of future farmers. As a cooperative, Ocean Spray and its farmer-owners have a joint commitment to work hand-in-hand to deliver the next wave of innovation on every level.
“The Act Tiny, Be Mighty campaign builds on our commitment to connect our farms to families for a better life and dispel the misunderstanding that Ocean Spray is just another big food CPG company,” said Clark Reinhard, Ocean Spray’s vice president, global innovation and commercialization. “I think the story of our passionate family farms will make it evident that while we have a well-known brand, there are 700 farmer families at the helm of this great company.”
Ocean Spray’s new creative agency of record, Energy BBDO delved “knee deep” into the brand via the cranberry farms of Washington state to capture the intricacies of farming and the passion and dedication of the real stars of the cooperative, Ocean Spray’s farmer-owners. The feature advertisement, “Go Tiny”,” gives viewers a better sense of life on a cranberry farm.
“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 television ad campaign began airing on January 7 and will be shared through the brands social and digital platforms.