Wellfleet Picks The Best Fruit

Actors dressed as fruit at a casting call is the setup of TV spots breaking this week for Ocean Spray Cranberries’ Wellfleet juices.
Created by Arnold Communications in Boston, three 30-second TV commercials introduce the client’s 100 percent blended juice products. The tagline: “We only pick the best fruit.”
At the time Arnold won the assignment in May, media spending was reported at $12 million. Client executives declined to disclose the budget.
Each of the spots features a specific fruit–a Georgia peach, Granny Smith apple and a cranberry–auditioning before Hollywood-style casting directors for the role of “best fruit” representing three of the four flavors of blended juices.
Barry Boehme, director of brand management at Ocean Spray, said a commitment to advertising year round is being made for the Wellfleet brand. Ocean Spray has traditionally been a seasonal advertiser.
The Wellfleet ads will get heavy play on popular prime-time network programs. Among those shows singled out by Boehme were Everybody Loves Raymond, JAG, Emmy Awards coverage, the NBC Sunday Night Movie and a Barbara Walters special on ABC this fall.
Ocean Spray’s Web site, freestanding inserts, in-store collateral materials and sampling will reflect the “Best fruit” theme, Boehme said.
Arnold won the assignment shortly after managing partner Lynn Rotando left the shop to become senior vice president of brand development at Ocean Spray, a cranberry growers cooperative in Lakeville-Middleton, Mass.