Who says a turkey belongs at the center of the holiday table? This fall, Ocean Spray Cranberries makes the case that bright red, canned cranberry sauce deserves the spotlight. The agricultural cooperative made up of 700 growers in the U.S., Canada and Chile has launched its 2022 holiday campaign with canned cranberries the focus of a reimagined holiday table. A departure from previous campaigns, fresh and dried cranberries along with cranberry juice make room for the canned Americana staple to take center stage.
Arguing that canned cranberries will “power your holidays” and belong at the center of the holiday table, not relegated to a side dish, Ocean Spray’s campaign leans in to the unique, gelatinous qualities of canned cranberries. TV and digital ads are light-hearted, creative departures from the traditional holiday script and feature an original track from Mack Goudy Jr. of the electronic dance group, The Detroit Grand Pubahs.
“Cranberries have provided the punch on holiday tables for centuries and we want people to see with new eyes, the power within the cranberry that we and our growers know so well,” Dan Hamilton, head of marketing at Ocean Spray Cranberries, Inc. said in a news release. “We hope people will feel the joy from Ocean Spray this holiday season. What better way to do that than the joy of watching the iconic jiggle of our jellied cranberry sauce?”
The TV campaign spot depicts a tense, bored family sitting together in a formal dining room for a holiday dinner. The father comes into the room from the kitchen, and places three wiggling, jiggling logs of jellied cranberry sauce at the center of the table. As the logs of cranberry sauce wiggle, the family is transfixed. They each begin to mirror the jelly, wiggling just as the jelly does. Soon, the whole table erupts, and what was once a boring dinner is now a full-out party with electronic dance music thrumming in the background. The original song and extended version will be available on Spotify this month, according to the release.
“There’s something hypnotic and captivating about watching jelly jiggle. It’s hard to be mad when you see it. We took that truth and followed it to its illogical conclusion.” David Kolbusz, CCO of Orchard Creative, said in the release.
The campaign features TV & digital spots with original music and will launched this fall across the U.S. within streaming video platforms, across social media, and custom media partnerships, including Vox. Social and digital extensions of the campaign aim to invite shoppers to jiggle with Ocean Spray this holiday season, according to the release.
