Arnold, CME Fight For 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.
Ocean Spray chief operating officer Kevin Murphy confirmed the shootout and said the agencies have already received creative assignments. A decision is expected in mid- to late summer, with initial advertising to appear in September.
Client official Skip Colcord said the review is “standard operating procedure” for the two roster shops.
The media budget for Wellfleet Farms will be around $12 million, said Murphy. Another $14 million will be spent on other promotional efforts, which may or may not be part of current competition.
Ocean Spray introduced its new Wellfleet Farms 100 percent juice products–Cranberry & Georgia Peach, Cranberry & Key Lime and Cranberry & Granny Smith Apple–last week at the Food Marketing Institute’s convention in Chicago. The Wellfleet Farms brand is expected to compete with Wisconsin Rapids, Wis.-based Northland Cranberries, whose ads tout the health benefits of its all-natural juice drinks.
Ocean Spray introduced the Wellfleet brand in 1996, but products have so far been limited to higher priced cranberry sauces and salsas.
Arnold is the lead agency for the growers’ co-op. Its most recent campaign for Ocean Spray is tagged, “Refreshingly honest,” and features people telling the truth in situations known for dishonesty.
CME has been the co-op’s agency for new products since 1996. The shop last year created TV spots featuring Sarah Fergusson, the Duchess of York, for Ocean Spray’s LightStyle line of low-calorie juices.
Lakeville-Middleboro, Mass.-based Ocean Spray spent $33.9 million in 1997 on media for their juice products.
–with Judy Warner