Connelly Comes Out Snacking

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. Spending is estimated at $5-7 million.

“It’s a nationally relevant brand,” said Tom Cunningham, director of business development at Connelly, a $50 million agency with about 42 staffers. He added that the national effort, which will include broadcast, print and public relations, will continue to target mothers and position Craisins as a smart alternative to chips and candy.

One factor contributing to the win was president Steve Connelly’s relationship with Ocean Spray, the shop said; he worked with the company while at Ingalls in the mid-1990s and kept in touch with executives there. There was no review. Havas’ Arnold continues to handle advertising for Ocean Spray juices, which it has handled since 1996.