Having spent the last festive season socially-distanced from family and friends, this year’s layers of protection and eased restrictions will unite folks in more traditional ways again. Grower, marketer and distributor of fresh produce, Oppy, looks toward putting Ocean Spray® cranberries at the center of rejoicing tables.
“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 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.”
Ocean Spray's Eric Sinsigalli notes that displays improve conversion, increasing dollar velocity by 174 percent when Ocean Spray cranberries are supported with a display.
Eric Sinsigalli, director of sales at Ocean Spray said that last season’s ‘Togetherness’ concept has evolved into its 2021 ‘#BetterTogether’ holiday campaign. “We have a new perspective on what matters. 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.”
The ‘#BetterTogether’ campaign will include brand collaborations, influencer marketing, events and virtual experiences, digital media and consumer marketing with sweepstakes and display opportunities. Sinsigalli notes that displays improve conversion, increasing dollar velocity by 174 percent when Ocean Spray cranberries are supported with a display.
“We know Ocean Spray is a familiar and trusted brand consumers of all ages seek out for cranberry sauce during the holidays,” said TJ Wilson, brand and key account manager, who heads the brand strategy for Ocean Spray products at Oppy. Wilson notes that Ocean Spray commands nearly 60 percent of fresh cranberry market share throughout the fall and early winter. “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 those traditional sensory moments with loved ones again.”
Left to right: Eric Sinsigalli, TJ Wilson, Brett Libke
“With the cranberry harvest season beginning mid-September, total crop and volumes are on track, similar to last season. Wisconsin is Ocean Spray’s largest growing region and we’re very optimistic to have a strong 2021 harvest,” said Sinsigalli.
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 this partnership.
“While the produce section often faces challenges with label pollution, this time of year is a reminder that the same label consumers love for its cranberries also provides exceptional products throughout the department year-round,” said Wilson.