PR Team: Cranberry Marketing Committee (Wareham, MA) and Publicis Dialog
(Seattle)
Campaign: Cranberry Marketing Committee Domestic Marketing
Time Frame: October 2002 - ongoing
Budget: $500,000 ($1.5 million over 3 years)
Cranberries are a ubiquitous part of Thanksgiving and Christmas celebrations. But cranberry growers and marketers want people to think about their product at other times as well. In recent years, supply has outpaced demand, depressing prices.
The Cranberry Marketing Committee (CMC), an organization established by the USDA to market cranberries, already had been trying to promote ...