Ocean Spray Thanksgiving Campaign
Role: Concepting, Art Direction, Interaction Design, Graphic Design, Video Editing
Thanksgiving isn’t complete without cranberries in some form, and the holiday is a major revenue driver for Ocean Spray, a farmer-owned cooperative. I led the creative direction for a digital experience that achieved three goals around Thanksgiving: inspire customers with cranberry recipes, showcase the traditions of the farmer families, and generate traffic to the site.
Though Ocean Spray was founded in Massachusetts, it has cranberry farmers all over North America, and the main visual stitched together three very different Thanksgiving table scenes, inspired by real families in Wisconsin, Massachusetts, and British Columbia. Each table had a recipe theme: appetizers, the main meal, and desserts.
The Dempzes family (from Wisconsin) hold a Thanksgiving get-together every year in their rustic barn. Family and friends come together for football and lots of appetizers.
Touchpoints within the scene reveal snippets of family history, how-to video content, and appetizing table inspiration. This scene is a near exact replica of the Gilmore family’s real dining room, including the family tree above the green mantel.
Project Team
Photographer: Heath Robbins
Prop Stylist: Janine Maggiore
Food Stylist: Sunny Ricks