B2B campaign design

A B2B campaign design that successfully introduces cranberries as a premium ingredient to UK food manufacturers.

Background

Backed by one of the world’s leading fruit ingredient suppliers, the Ocean Spray Ingredient Technology Group (ITG) is dedicated to researching and developing new cranberry products for consumers worldwide.

Challenge

The food industry is a competitive marketplace, and with so many health conscious fruit-based products, the design had to drive awareness of the consumer appeal and natural health benefits of Ocean Spray cranberries by really standing out.

Solution

To increase demand for cranberry-based ingredients, our B2B campaign design included print and digital advertising, as well as a wide range of collateral to support the company’s UK sales team.

We developed a range of advertising options, including print ads for industry trade publications, and web banner advertising.

Each print ad features a combination of stunning images, with a mixture of product photography and shots of our client’s unique cranberry harvesting techniques. Our team worked to highlight visuals in a way that established an air of freshness, from outlining the harvesting process to displaying final ingredients.

Combining client photography with graphical elements inspired by the Ocean spray logo gives a sense of movement and energy.

The B2B campaign design also included web banner ads, designed in various sizes for two separate products.

One focused on fruit fusion products that were more stable and cost-effective than fresh fruit alternatives.

The second set of digital banners help promote a cranberry concentrate auction.

These assets were animated and placed on targeted food industry websites to effectively increase brand awareness in the UK.