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Tweet of the Week

How Ocean Spray Does Thanksgiving

November 7, 2021
November 24, 2021
Mae Rice

Table of Contents

This is an excerpt from MarketerHire's weekly newsletter, Raisin Bread. To get a tasty marketing snack in your inbox every week, subscribe here.

Every Thanksgiving season since 2005, “Ocean Spray” (and “cranberry sauce”) have seen a surge in organic search interest. 

This year, it kicked off on the 9th, with an earned Twitter mention that got 6K+ retweets.

The cranberry brand (crand?) isn’t forcing it, though.

3 things Ocean Spray isn’t doing this holiday season 

  • Retweeting the above tweet. Ocean Spray’s Twitter never RTs, and QTs sporadically. This one didn’t make the cut… though the Boston Bruins’ JetBlue spon did. 🤔
  • Boosting organic social posts (successfully). Ocean Spray’s Twitter hasn’t broken 10 RTs since September, and its TIkTok hasn’t broken 50K views since August. 
  • Working with Nathan Apodaca. In 2020, @420doggface208 made Ocean Spray a viral TikTok sensation — but they don’t seem to have collaborated with him since the 2021 Super Bowl

Our takeaway?

When your brand is basically synonymous with Thanksgiving, you can afford to play it cool as BFCM approaches — unlike everyone else. 

But we want to see Apodaca eat a slice of cranberry sauce on his skateboard! Maybe on Thursday. 

Mae Rice
about the author

Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.

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