TikTok Star boosts Ocean Spray as brands turn to Thanksgiving

A twist of fate can change the company’s trajectory or provide the rocket fuel needed to move to a new paradigm. Ask Tom Hayes, the new CEO of Ocean Spray. This is a 90-year-old agricultural cooperative consisting of about 700 small family farmers in the Americas. He learned first-hand how social media can enhance brands around the world and inject enthusiasm from the most unexpected places.

Last month, Nathan Apodaka, a worker at a potato warehouse in Idaho, cruising to work on a longboard while sipping an ocean spray carton and lip-syncing to Fleetwood Mac’s iconic song “Dreams.” I decided to take a picture of how it was done. Clan raspberry after a pickup truck breaks down.

Chris Felsli, Director of Global Enterprises at Ocean Spray, said he was “impressed” with the TikTok video, which currently has over 69.2 million views.

Crowned with meme status. According to TikTok statistics as of October 11, 134,000 Apodaka-inspired tribute videos have been created and played a total of about 500 million times.

Lieutenant Governor Mike Cooney, as well as comedian Jimmy Fallon, praised him.

Since then, TikTokers around the world have scooped up bottles of ocean spray and paved the way for everything from skateboarding to wakeboarding, Heelys and pet strollers.

Even Mick Fleetwood, the drummer of the same name on the 73-year-old Fleetwood Mac, joined TikTok, especially for boarding, and the world wrapped it up. Inspired by the video, Ocean Spray CEO Tom Hayes jumped on his own skateboard to record his version as well.

Recognizing his viral fame and contribution to the brand, Ocean Spray bought Apodaka a new truck in the right color for cranberry red. It was delivered to him filled with a jug of branded juice.

Virus brand building

Social media play has grown organically, like the metaphor of Ocean Spray, a farmer-owned co-operative founded in Massachusetts in 1930. And it helped the company bounce off sales and viral buzz.

Maintaining 90-year-old brand relevance is not easy. But for Tom Hayes, CEO of Ocean Spray, that’s his mission since joining the company in July. It helps the company’s products be deeply woven into America’s favorite tradition, Thanksgiving.

This year, travel and social distance restrictions can change the way Americans gather and celebrate around the table, so the family holidays may look different due to the pandemic. Despite the Covid-19, Ocean Spray expects a surge in demand thanks to growing consumer interest in home cooking.

“The company plans to harvest 100 billion cranberries to meet Thanksgiving demand, which is equivalent to 59.5 million cans of cranberry sauce and other products,” said Hayes.

The results are noteworthy given that Ocean Spray had to overcome this year’s pandemic, economic closures and climate change.

“Climate variability has somehow affected agriculture,” Hayes said. “Most of these family-owned farms have been co-operatives for eight generations and have figured out ways to address environmental issues over time. Last April, Ocean Spray came from a sustainable agriculture initiative. It was the world’s first tested sustainable crop. It is a 100% regenerative agricultural practice based on six pillars, including water conservation, soil health and carbon isolation. “

Family-owned farmers are part of the Ocean Spray Cooperative in the Americas.

Ocean spray

It is tied to a pandemic challenge. Correspondingly, Ocean Spray has strengthened its existing health and safety measures at its factories and distribution centers. From March to July, we raised $ 1.50 an hour to 1,500 employees in our processing plant to thank frontline workers during the health crisis.

New products in a new era

Hayes, a former CEO of Tyson Foods, who allegedly acquired an early stake in Beyond Meat, hasn’t wasted time putting his growth plans into action. He will guide you through the early detection of food trends and introduce innovative new products that extend the Ocean Spray brand. Think about new drinks, dietary supplements, and even pet health.

Through the organization’s Lighthouse Incubator Ocean Spray, we aim to bring new innovations to market in a five-month period from concept to market. Since its incubator was founded in May last year, it has created a new concept focused on wellness and nutrition. This includes Atoka, a line of herbal tea tonics using ingredients curated by Master Herbalist for holistic wellness. Doubly, a cranberry extract-based supplement that supports skin health, and a Tariho Water Enhancer for dogs that supports immune, oral, and emotional health.

Tyson Foods’ MBA and former Brand Innovation Officer, Santi Proano, is in control. “Our goal is to develop new products that consumers want in a niche market that is overlooked in the market,” he said. “This is done in a process called” agile innovation. ” In this process, you test your ideas, repeat them, and get them to market quickly. “

“Everything starts with finding unmet needs for consumers. Since the pandemic, the focus has been on self-care and wellness. Consumers want to be more active in caring for their own health and the health of their pets. I think, “proano said.

With Ocean Spray, great ideas are born in the incubator’s mind, many of which are not only entrepreneurial backgrounds, but also from a network of co-operative farmers and suppliers.

Hayes summarizes: “The goal is to evolve our traditional portfolio with exciting new brands that consumers love and want to interact with.”

Learn more about iconic global companies and executives who are embracing change and transforming into the future. Register for the CNBCEvolve Summit November 10, 2020. CEOs such as IBM, Visa, Ocean Spray, Bayer North America, Shipt and Honeywell share strategies on how businesses and brands can evolve and win in times of turmoil.

TikTok Star boosts Ocean Spray as brands turn to Thanksgiving

Source link TikTok Star boosts Ocean Spray as brands turn to Thanksgiving

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