VANCOUVER, BC — After last year’s festive season of reduced and canceled holiday gatherings, Oppy is putting a spotlight on Ocean Spray cranberries for consumers to enjoy at this year’s hopefully-more-normal holiday celebrations.
“Last year we wondered if people would still commemorate the holidays with classic dinner favorites,” said Brett Libke, Oppy’s senior vice president of sales for North America. “Ocean Spray found that they did, just on a smaller serving plate, in their tight-knit bubbles. While we aren’t through this thing yet, we are proud to provide a traditional item like the cranberry that evokes happy family times in so many, in this new era.”
Oppy’s ‘#BetterTogether’ campaign will include brand collaborations, influencer marketing, events and virtual experiences, digital media, and consumer marketing with sweepstakes and display opportunities.
“We have a new perspective on what matters,” said Eric Sinsigalli, director of sales at Ocean Spray. “This holiday season, it’s all about quality — of the food we serve and of the friends and family we choose to share it with. Traditions mean even more as we host our first holiday, or take on new meaning as we reunite generations in the kitchen. It’s about flavors, both beloved and new, that taste even better, when we’re together.”
Sinsigalli noted that displays improve conversion, increasing dollar velocity by 174% when Ocean Spray cranberries are supported with a display.
“We know that Ocean Spray cranberries are well-positioned to bring people together. It’s that familiar, trusted and beloved brand that consumers of all ages seek out for their special cranberry sauce during the holidays,” said TJ Wilson, brand and key account manager who heads the brand strategy for Ocean Spray products at Oppy, noting that Ocean Spray commands nearly 60% of fresh cranberry market share throughout the fall and early winter. “I can absolutely relate, last year my own family didn’t get together for the holidays, and with that, missed out on my grandmother’s homemade cranberry sauce. Like many, I’m most excited to enjoy some of those traditional sensory moments with loved ones again.”
Building its relationship for over a half-century, Oppy and Ocean Spray became partners in 2003 to market fresh cranberries. Since then, Ocean Spray’s presence in the produce department has expanded significantly to include strawberries, raspberries, blackberries, blueberries, citrus and grapes through its partnership with Oppy.
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