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Ocean Spray teams with JetBlue to promote blueberry offerings

by Joel Gebet | June 16, 2010
NEW YORK -- The sky's the limit for Ocean Spray Cranberries Inc.'s new line of blueberry offerings. Literally.

The Lakeville-Middleboro, MA-based cooperative that is best known for its cranberries recently began offering fresh blueberries, a blueberry juice- infused sweetened dried cranberry as part of its trademarked "Crasins" line, blueberry juice cocktails and sugar-free blueberry juice mixes.

To promote the new offerings, Ocean Spray recently teamed with JetBlue Airways Corp., which according to the latter's 2009 annual report is "the seventh largest passenger carrier in the United States based on revenue passenger miles, and it serves 23 million customers annually from 60 cities utilizing 151 aircraft."

The duo promoted the partnership June 15 at an event in Greeley Square Park, here, complete with a four-story-tall, 24,000-pound mockup of its new 64- ounce blueberry juice bottle.

People who stopped to check out the promotion were offered samples of the new juice and had a chance to win JetBlue gift cards, merchandise and free round-trip airfare to any of JetBlue's destinations.

"We have been working on the introduction of the new blueberry line, and we thought we would do something different and out of the blue to surprise the consumer with something new," Sharon Newcomb, a senior public relations associate at Ocean Spray, told The Produce News. "Who knows 'blue' better than JetBlue?"

"We think Ocean Spray blueberries are a great fit with JetBlue," Alison Croyle, a JetBlue spokesperson, told The Produce News at the event. "

Ms. Croyle said that 2010 marks JetBlue's 10th anniversary, "and every month we are doing something special."

In addition to having blueberries as one of the seven designs that the airline has on the tail fins of several of its aircraft, Ms. Croyle said that JetBlue would be offering passengers the chance to sample Ocean Spray blueberry juice cocktails and blueberry-infused "Craisins" on flights during the month of July.

"We thought it was a good opportunity to refresh our options on board," Ms. Croyle said. "We are constantly in development, and if our customers enjoy [the blueberry offerings], we would be open to making them a part of our regular offerings."