Nature first: Ocean Spray begins “regenerative agriculture” campaign

19 Jun 2020 --- Ocean Spray has unveiled its latest campaign “Ocean Spray X Nature,” highlighting its commitment to sustainable processes and regenerative agriculture. The TV ad supports the cooperatives’ mission to continue connecting farms to families for a better life and spotlights “the passion and care” with which Ocean Spray farmers grow their fruit.

“Collaborations between brands have become commonplace and as we looked at our 2020 campaign ahead of our 90th Harvest, we were inspired by the true meaning of collaboration,” says Chris O’Connor, Vice President of Marketing at Ocean Spray. “At Ocean Spray, our farmers collaborate every day with nature to bring families around the world the freshest and most sustainably grown ingredients. This campaign puts front and center the dedication to growing food the right way – that’s good for the environment and our future.”

“A brand collaboration with nature is the perfect way to express Ocean Spray’s sustainable farming practices to a modern audience,” adds Co-Chief Creative Officers Josh Gross and Pedro Pérez at Energy BBDO. “The beauty of this partnership is that it will continue to evolve because Ocean Spray works with nature in so many different ways.”

Developed with US-based marketing firm Energy BBDO, the TV spots and accompanying digital creative take a spin on the idea of a buzzy fashion collaboration and apply it to farming practices that have existed at Ocean Spray for decades. The creative features elements of nature, including bees, soil, sun, and water, which show how Ocean Spray farmers work with each element individually and together to benefit the entire farm’s ecosystem.

According to Ocean Spray, additional iterations of the campaign will follow, which dives deeper into the specific collaborations with each individual element of nature. Creative will launch across TV and digital in the US starting June 15, with a heavy focus around summer and celebrating nature.

In April, the farmer cooperative revealed cranberries had been verified as sustainably grown through the Sustainable Agriculture Initiative Platform (SAI) benchmark. It marked the first fruit cooperative worldwide to farm an entirely sustainably grown crop by the SAI. 

Edited by Elizabeth Green