A Pop-Up... Bog? Say What? It's True: The Event Marketers at Ocean Spray Invade with Big Apple Bog

Ocean Spray is taking over one of New York City's landmarks with a 1,500-square-foot freestanding cranberry “Big Apple Bog” containing more than 2,000 pounds of glimmering cranberries in the middle of New York City’s Rockefeller Center. Throughout the celebration, third-, fourth- and fifth-generation cranberry growers will tell visitors the story behind the cooperative’s agricultural history and about the families that have grown up with the cranberry industry for the past eight decades.

The growers will detail the harvesting process and talk about the heritage of the cranberry, one of only three fruits native to North America. They will educate visitors about the fruit and its unique health benefits, and of course guests will be able to sample Ocean Spray products.

“Everything we do reflects the idea of reintroducing the cranberry to America and the education of the taste, health and heritage of the cranberry,” Larry Martin, vp-marketing at Ocean Spray Cranberries, told Case Study of the Week. “This campaign is just one part of that overall strategy.”

Last week, Ocean Spray and Martha Stewart served up a special feast for 45 New York City youths at the bog. They sat down at a 50-foot-long Thanksgiving kids’ table surrounded by the more than 2,000 pounds of floating cranberries, made fall-themed crafts and prepared kid-friendly Thanksgiving dishes using Martha Stewart recipes. The feast served to kick off the brand’s “Families Feeding Families” campaign in partnership with Share Our Strength to raise awareness about childhood hunger in America. Agency: Weber Shandwick, Boston.