What’s small and red and tart and Americans eat 10.8 Billion of each holiday season? That’s right—Cranberries! I want to explore how the Ocean Special leads Spray collective, the sellers of a holiday dinner staple—the dark red tube of cranberry goodness (cranberry sauce)—thinks about marketing a holiday-favorite throughout the whole year (Hint: it *might* have to Special leads do with engagement).
A little history Here’s a little history on cranberry sauce and Special leads the Ocean Spray collective before we dive into a marketing focus. Cranberry industry folklore tells us that the cranberry was a seasonal fruit until about 100 years ago when an enterprising lawyer-turned-grower named Marcus L. Urann realized that the berries he harvested exceeded demand. Special leads Urann hated to see good fruit go to waste, so he perfected a tasty sauce that he canned and called Ocean Spray starting in 1912. The Ocean Spray Cooperative was formed 18 years later, and the “log” or jellied cranberry sauce became an example of industry Special leads innovation and has driven cranberry sales ever since.
A global billion-dollar business Since Ocean Spray’s founding in Special leads 1930, their big vision for the tart little cranberry has translated into tremendous growth—over the past 10 years, the Cooperative’s sales have nearly doubled in size to $2.2 billion. The marketing efforts driving this billion-dollar business Here at Marketo, we talk about the Era of Engagement Marketing with these Special leads principles to guide companies on how to engage their buyers: As individuals Based on what they do Continuously over time Wherever they are Always directed towards a goal With measurable impact