Ocean Spray® Ingredients
Ocean Spray’s consumer brand is one of the most recognized in the world. But while the consumer side was thriving, the ingredient division lacked visibility. Their marketing was being managed by the same consumer-focused agency, which excelled at B2C but struggled with the technical nature of B2B—particularly when it came to reaching R&D professionals, food scientists and formulation experts.
.
The Consumer Shadow
The Challenge
To grow the ingredients business, Ocean Spray® Ingredients (OSI) needed to establish a clear, distinct identity apart from consumer marketing, build credibility in the food & beverage manufacturing industry and drive awareness and generate leads among technical buyers worldwide.
The Strategic Debut
The Solution
The journey began with a single event. At IFT 2024, ColinKurtis helped OSI launch its ingredient presence with a new booth design, speaker engagement support and a pre- and post-show campaign.
Scope: BRAND RESEARCH / WEB UPDATES / TRADE SHOW GRAPHICS + SUPPORT / SOCIAL MEDIA STANDARDS / PRODUCT PHOTOGRAPHY / BRAND VIDEO / COLLATERAL DESIGN
BUILDING THE FOUNDATION
A successful ingredient brand requires insights. CK partnered with OSI to build that intelligence and use it as the base for strategy. Brand research, voice of customer research, persona & journey mapping, and message development were the foundational steps critical to OSI’s long-term success.
social media
ColinKurtis launched OSI’s LinkedIn presence to strengthen its identity of a trusted B2B cranberry ingredient supplier and thought leader. By pairing technical, value-driven social content with strategic Google Ads and email campaigns, we created a lead generation system that captured the attention of R&D professionals, food scientists and formulation experts.
A Brand on the Rise
-
Digital
-
+222% Web Engagements
598K Google Ads Engagements
+78% Social Engagements (LinkedIn)
+41% Email Engagements -
Media & PR
-
20 Million Earned Media Impressions
1.1 Million Trade Media Impressions -
Total Results
-
22.6 Million Impressions
96K Engagements
730 Leads
ad campaign & trend report
Cran vs. Raisin
Research revealed consumers prefer the taste of cranberries over raisins. CK translated this insight into a hard-hitting R&D campaign designed to shift formulator behavior and prove the business case for cranberries.
ad campaign & case study
BerryFusions® Dried Fruits
To highlight innovation, OSI showcased its BerryFusions® Dried Fruits range, blending cranberries with five fruit flavors (cherry, orange, blueberry, strawberry, raspberry).
