Situation

In 2005, Ocean Spray wanted its customers and media to know that Ocean Spray was indeed a cooperative owned by 700 growers and that all the food and beverage products they made came from real cranberries, grown in the United States and Canada. 

Campaign Solution 

What if customers and media had a chance to experience the beauty of a cranberry bog and meet the growers who own the company? That was when the Bogs Across Americacampaign was invented. The campaign centered around creating a make-shift cranberry bog in the middle of urban centers during the fall, otherwise known as cranberry harvest season.  The Ocean Spray grower-owners put on their waders and jumped in the make-shift bog and talked to media and consumers all over top-American cities.  The campaign lasted twelve years and each year a new twist was added to the experience. Celebrities such as Martha Stewart, Curtis Stone, Ming Tsai, Duff Goldman, Maria Menounos and Giada De Laurentiis all had their chance to wear Ocean Spray branded waders and meet with media and consumers at various activations.

And, in 2010, Bogs Across America went on the global stage at the Vancouver Winter Olympics where 13 million cranberries were used to create the Canadian Olympic committee logo and attracted media and consumers from around the world.