Following the “Jiggle” campaign, Ocean Spray saw a “significant increase” in consideration for the brand, according to Dabek. Overall, the ad partly contributed to a 27% year-over-year increase in jellied cranberry sauce sales and a sales lift across its entire portfolio of products between October and December last year.

Cranberry’s Super Bowl moment

For this next chapter, Ocean Spray shifted the spotlight to the second oldest but largest product in its portfolio, Cranberry Juice Cocktail, which garners about $1 billion in sales globally. Craisins (dried cranberries) are its second-biggest product, followed by the sauce, which is more seasonal. 

The sister spot to “Jiggle” steps away from Thanksgiving to subvert holiday parties more widely. The holiday season between October and December is Ocean Spray’s “Super Bowl,” when the most amount of its products are sold, said Dabek. Beyond the jellied sauce at Thanksgiving, the cranberry juice is a popular mixer for cocktails. 

“Power Your Party” shares the absurdist humor employed in “Jiggle,” but has a more cohesive narrative and a main character: the grandmother who spikes the punch bowl. 

The actress who played her, named Deb, “has multigenerational appeal,” Dabek observed. 

Ocean Spray will air both “Jiggle” and the new ad on TV in November, and then run only the 2023 spot throughout December. 

But the holiday campaign is social-first, since between 50-80% of Ocean Spray’s annual marketing spend is allocated to digital, social and non-linear TV, said Dabek. 

In November, the brand will kick off a social activation called “Team Canned or Team Homemade,” which will enlist “granfluencers” (senior influencers) to create content with its products. The influencers Grandma Droniak and Cooking with Lynja will represent each team. Ocean Spray found that the audience demographics for the granfluencers leaned more towards younger millennials and Gen Z. 

“We’re owning grannies,” said Orchard chief creative officer David Kolbusz. 

The brand also has ambitions beyond the holiday season. Dabek said Ocean Spray plans to create different executions between January and August under the same strategy, which will position cranberries as a year-round party starter.  

CREDITS:

Agency: Orchard Creative
Chief Strategy Officer: Laura Janness
Chief Executive Officer: Barney Robinson
Chief Creative Officer: David Kolbusz
Executive Creative Director: Jimm Lasser
Creative Director: Heather Larimer
Head of Strategy: Sarah Garman
Head of Production: Jenn Pennington
Senior Producer: Julie Jean-Baptiste
Senior Copywriter: Christine Taffe
Art Director: Dohyun Lee
Account Director: Lucie Kittel
Account Supervisor: Ariel Jagaselvan
Director: Jeff Low                                                                                   
Production Company: Biscuit Filmworks                                                         
Executive Producer: Holly Vega
Line Producer: Elisabeth Bottomley        
DP: Joao Padua
Production Designer: Francois Jordaan
Production Design Assistant: Will Stremilov
Props Master: Allen Pavela
Liquids Specialist: Forbes / LairdFX
Wardrobe Stylist: Lea-Anne Baxter
Food Stylist: Nicole Young                                       
Editorial/Post-production: Arcade Edit                  
EP/Partner: Sila Soyer                                               
Post Producer: Ellen Lavery                                                                  
Editor: Jeff Ferruzzo                                                                 
Assistant Editor: Sam Barden                                                               
Flame Artist: Tristian Wake                                                                   
Color:  Fergus McCall/Rare Medium                                    
Music:  Mack Goudy Jr.                                                          
Sound Design/mix: Mikayla Peterson/ Barking Owl