CME, Arnold Facing Off For Ocean Spray’s Wellfleet

Ocean Spray Cranberries’ two roster shops, Arnold Communications in Boston and Campbell Mithun Esty in Minneapolis, are competing for creative duties on its new Wellfleet Farms juice line.
Kevin Murphy, chief operating officer at Ocean Spray in Lakeville-Middleboro, Mass., confirmed the shootout, saying the shops have already received their creative assignments. A decision is expected in mid- to late summer, with the first ads to appear September.
Skip Colcord, an Ocean Spray representative, called the review “standard operating procedure” for the roster shops.
The media advertising budget for Wellfleet will be around $12 million, Murphy said. Another $14 million will be spent on other promotional marketing efforts for the launch. It was unclear whether those promotions are part of the account for which the two agencies are competing.
Arnold is the lead agency for the growers’ co-op, which spent $34 million on juice advertising last year, according to Competitive Media Reporting. CME has been the co-op’s agency for new products since 1996.
The new three-variety Wellfleet Farms 100% juice line, introduced at the Food Marketing Institute’s convention last week in Chicago, is expected to compete with Wisconsin Rapids, Wis.-based Northland Cranberries. –with Judy Warner