After more than 20 years of working with Arnold, Ocean Spray is looking to shake up its agency roster.
SelectResources International is running the review. Arnold—which Ocean Spray credited five years ago with keeping its cranberry grower-owner advertisements “fresh”—is not believed to be defending the account.
“We are extremely proud of our 20-plus-year relationship with Arnold and all the work we have done together to build the Ocean Spray brand,” a spokeswoman wrote in an email to Ad Age. “As we work to expand our portfolio and cause disruption in the food and beverage space, we feel it is important for us to look at our business differently, both internally, as well as how we work with agency partners. We look forward to expanding our roster of agencies to help fuel the next chapter of the brand’s success.”