Advertiser: Ocean Spray Cranberries
Agency: 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 cranberry may not even exist. As a result, many people are unfamiliar with where cranberries come from, how they're grown and harvested and their one-of-a-kind health benefits.
So how do you introduce the uniqueness of the cranberry to people around the world in an engaging, scalable way? Enter virtual reality. Ocean Spray, in collaboration with Weber Shandwick and its Creative Labs studio, turned to virtual reality technology harnessed by Oculus Rift to create a campaign showcasing the harvest that would ignite a passion for cranberries around the world and boost the cooperative's growing international business by educating media, influencers, customers and distributors about the taste, health and heritage of the cranberry.