“Cranfidence to Win” and “Don’t Clown” show you what you can do with all that power of the Cranberry

Ocean Spray Cranberries, Inc., the agricultural cooperative owned by roughly 700 farmer families, today rolled out a new creative campaign under its All That Power^™ masterbrand work, this time focusing on the attributes of its “Better For You” beverages that are designed to help meet the needs of an individuals’ diet. Developed by Orchard Creative, the campaign features two TV spots, one for Diet Cranberry Juice Cocktail and the other for the new Immunity Orange Mango and Revitalize Cranberry Pineapple juice drinks.

In each spot, the lead character is overtaken by an overwhelming newfound confidence, or “Cranfidence,” inspired by Ocean Spray’s incredible feat of making Better For You juice products without sacrificing flavour. The spots close with an extension of this cranfidence to its audience, landing on the campaign line YES YOU CRAN™. Both comedy-driven films are directed by the award-winning Jeff Low (Biscuit), making this a back-to-back collaboration between Low and Orchard, right on the heels of their widely-lauded Ocean Spray^® Holiday work which featured jiggling cranberry sauce disrupting a boring holiday meal – recently named among Ad Age’s and Adweek’s top ads of 2022.

Beloved baby food brand to join growing portfolio of better-for-you whole fruit snacks

Sun-Maid Growers of California announced it will acquire Plum Organics, a leading premium, organic baby food and kids snacks brand, from Campbell Soup Company. Terms of the transaction were not disclosed.

Plum offers a diverse portfolio of organic foods and snacks to meet the nutritional needs of babies, tots and kids. All of Plum’s products are certified organic and non-GMO.

“We’re excited to welcome Plum Organics’ nutritious line of baby, toddler and kids’ food products to our imaginative world of delicious, whole fruit snacks. Our purpose is to help mom find better-for-you food options that taste great and kids will love. Adding Plum to our innovative product lineup delivers even more choices for her and her family,” said Harry Overly, CEO and president of Sun-Maid Growers of California. “Plum is a natural fit for the Sun-Maid family given our expertise, leadership and rapid growth in healthy snacking, along with our strong emotional connection with family households. Its acquisition is an integral part of our continued dedication to providing superior products while delivering category growth. We’re committed to carrying on Plum’s mission of serving babies the very best food from the first bite.”

Chris Foley, Campbell’s President of Meals & Beverages, said, “The sale of the Plum Organics baby food brand is part of our ongoing strategic process to create even greater focus on driving growth in the division’s core categories of soup, sauces and beverages.”

Plum Organics was founded in 2007 by a group of parents on a mission to give the very best food to their little ones. Campbell acquired Plum in 2013.

The anticipated closing date for this transaction is Spring 2021.