In the early fall, the flavor landscape is dominated by the ever-popular pumpkin spice but as the season progresses, people eagerly anticipate the chance to savor other seasonal flavors like cranberry—and How You Cran, the newest campaign from Ocean Spray, is devoted entirely to it. This campaign is all about celebrating the ways cranberries have the potential to turn the most mundane moments into entertaining ones, and it invites people to pick a side: #TeamCanned or #TeamHomemade.
According to recent in-app matching questions from OkCupid, cranberry sauce preference can even affect one's dating life. While 70% of Gen Z prefer homemade cranberry sauce.
As part of the campaign, Ocean Spray is working with "granfluencers" Grandma Droniak and Cooking with Lynja to bring this beloved side dish to the center stage.
Cranberry Season Campaigns
Ocean Spray's How You Cran Celebrates a Favorite Holiday Flavor
Trend Themes
1. Seasonal Flavor Campaigns - The rise of campaigns dedicated to celebrating seasonal flavors like cranberry presents opportunities for brands to captivate consumers with unique and engaging marketing strategies.
2. Influencer Collaborations - Partnering with popular “granfluencers” allows brands to leverage their authenticity and wide-reaching influence to promote and popularize specific products or dishes.
3. Dating Impact of Food Preferences - The revelation that cranberry sauce preference can affect one's dating life highlights the potential for food choices to play a role in personal relationships and social dynamics.
Industry Implications
1. Food and Beverage - The food and beverage industry can seize the opportunity to create innovative cranberry-inspired products and capitalize on the growing demand for seasonal flavors.
2. Marketing and Advertising - Marketing and advertising agencies have a chance to develop creative and engaging campaigns that focus on celebrating and promoting seasonal flavors like cranberry.
3. Dating and Relationships - The dating and relationship industry can explore how food preferences, such as cranberry sauce choice, impact personal connections, providing opportunities for specialized dating platforms or services.