PICKING PINK FOR A PURPOSE – BRINGING TO LIFE OCEAN SPRAY’S INAUGURAL PINK HARVEST
In order to create an impactful buzz around the product launch, CBC was tasked with assembling a crew of 14 top-tier food writers, editors and influencers to attend the Pink Harvest. In our past collaborations with Ocean Spray, we mainly targeted health & fitness media given the brand’s emphasis on the health benefits of cranberries. For Ocean Spray Pink, however, the focus was more on the new aesthetic, smoother taste of the juice, and the NBCF tie-in, so we set our sights on food, and even some lifestyle media to bring the story to life. From suiting up in pink waders and chatting with growers in the middle of a bog, to hopping aboard pink picking machines in action, to sipping and snacking on a variety of cran-coctions, the media left with having experienced one of their most memorable press trips to date.