A cranberry chat
According to Kelley, encouraging CPG companies to reach beyond large-scale ad campaigns and to see the power of digital platforms can be hard. "One of my big challenges is constantly talking to clients about the difference between a 30-second spot and an editorial calendar and portfolio," he explains. "Content is still the most important thing to deliver creative messaging on a website." For Ocean Spray's website, he says, recipe content is essential -- it's even been tied into social media initiatives. "We're inviting people into recipe conversations," he says. "They can forward recipes to friends and submit their own comments about recipes -- how they uesd it -- and it begins to really evolve and shape the relationship with the brand.
I'm a cranberry fan -- and love those "Straight from the Bog" commercials. Maybe I should join the "Cranberry Club."