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Ocean Spray launched Craisins 10 years ago without print or broadcast ad support, relying instead on in-store events and sampling to build awareness of the dried and sweetened cranberries.
Since then, Craisins’ sales have grown to $100 million, a sizable chunk of the Lakeville, Mass., company’s $1 billion in annual sales, according to Ocean Spray. With last week’s selection of Connelly Partners for a relaunch, the company hopes to build on the product’s reputation as a tasty, healthy snack, and an ingredient in cookies and salads.
The Boston independent, the brand’s first agency, plans an integrated campaign for this fall, the client and shop said.
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