Connelly Prepares to Relaunch Craisins

BOSTON Ocean Spray has selected Connelly Partners to orchestrate a fall relaunch of its Craisins dried cranberry snack brand. Estimated billings are $5-7 million.

The Lakeville, Mass.-based client tapped the independent shop without a review. “[Adding Craisins] is huge. It’s a nationally relevant brand … and a great opportunity to help them relaunch this product,” said Tom Cunningham, director of business development at the Boston agency.

When the brand was introduced a decade ago, the company chose to eschew broadcast and print advertising and instead rely on promotional events and sampling to drive product awareness and sales.