Campaign details
Advertiser: Ocean Spray CranberriesAgency: Weber Shandwick
Ocean Spray's purpose is to ignite a passion for cranberries around the world. While international markets have always factored into Ocean Spray's growth plans, the 85-year-old cooperative has made a concerted effort over the last few years to expand their marketing plans with the goal of introducing the uniquely tart little fruit to consumers around the world. However, marketing the fruit, which is largely harvested in just three regions of North America and in Chile, is not without its challenges, particularly in places where a translation for the word...