SPEC
People aren’t very familiar with cranberries and don’t know how to use them.
They can be an exciting new discovery that Ocean Spray can provide.
At the center of the campaign is the Taste Discovery Subscription Box, featuring surprise items and recipe ingredients relating to the theme of each month.
In major cities across the country, massive unbranded balloons resembling cranberries grow in accordance with the number of people who follow the “Taste Discovery” Twitter account. The name of the most recent follower of the account is projected onto them.
The balloons mark the launch of the Taste Discovery Challenge, a scavenger hunt featuring a series of riddles and clues on social media and in real life. Participants are rewarded with everything from free products and event invitations to cash prizes and other giveaways.
Other experiential executions include pop up bars, food festivals, and restaurant takeovers.
Interactive two-way video displays placed across the country allow passers-by to share moments of discovery with one another.
Dynamic projections encourage participation in a moving image of falling cranberries.
In-store executions revolve around aisle signage and floor stickers. Small packets of cranberry sauce placed in well-paired products and thermochromatic labels provide for yet another moment of discovery.
Display and social executions include a fully-updated website and new content shared across the web. Hulu ads allow the viewer to choose a unique experience involving the Taste Discovery Challenge.
Full Plansbook
Creative Team
Creative Director and Project Manager | Nick Eckel
Copywriter | David Hood
Art Director | Dan Corry
Copywriter | Kristin Struck
Designer | Sarah Beyer
Art Director | Adele Call
Art Director | Kimmy Mueller