Ocean Spray Cranberries has come up with a fun new way to carry essentials: a bespoke snack stash hoodie, designed to store its new Ocean Spray Craisins Dried Cranberries dessert-inspired snack packs and pretty much anything else you want to stash while you’re out and about.
The Craisins Secret Snack Stash Hoodie was created as part of the launch of the new Craisins snack pack range and is designed to help consumers enjoy this new delicious snack – and avoid those painfully slow bag-check lines when entering concerts, festivals and sports arenas, as well as airlines that now charge for cabin baggage. Why carry a bag or backpack when you can stash all your belongings in your hoodie instead?
The new Craisins single-serve snacks are made with the goodness of dried fruit, and contain no artificial flavours, colours, sweeteners or preservatives. Available in convenient 35-gram pouches, the range offers three nostalgic, dessert-inspired flavours – Cinnamon Churros, Chocolate Orange and Apple Crumble – for an easy, delicious snack on-the-go.
The bespoke streetwear hoodie, specially designed for Ocean Spray, includes an easy-to-access pocket for the new Craisins snack packs, plus multiple hidden pockets for personal items like a phone, charger, wallet, earbuds, iPad, lip balm, passport and even travel-size toiletries and a change of socks if you’re planning an overnight stay.
Ocean Spray has partnered with popular radio duo, Will and Woody, for the range’s national launch, with a campaign running across the KIIS network in Melbourne, Sydney, Brisbane and Adelaide, Gold96 in Perth and select regional stations from 19 October.
Listeners will have the chance to participate in a new segment on the show, Australia’s Easiest Quiz, answering the question: “Where do you stash your snacks?” to win a daily $1,000 cash prize. When a caller answers where they stash their snacks, one of the boys puts on the Secret Snack Stash Hoodie to test whether whatever the caller mentioned would fit inside it along with the new Craisins snacks.
The top caller across the two-week campaign will win a Craisins Secret Snack Stash Hoodie and a case of the new Craisins snack packs. The campaign will be supported by social media from the Will and Woody team, 15 and 30 second radio ads, as well as an influencer campaign, featuring 50 micro-influencers, via Social Soup.
Will and Woody said: “We’re stoked to be teaming up with Ocean Spray. We’re big fans of working with brands that fit naturally into our lives, and let’s be honest, cranberries are a pretty great place to start! We’re looking forward to having some fun with this one and bringing the partnership to life for our listeners.”
Elissa Booth, Ocean Spray ANZ general manager, said: “The Craisins Secret Snack Stash Hoodie continues our commitment to unconventional but consumer-relevant marketing in 2026. It taps into the growing trend of brand merch, as well as the growing everyday frustration around venue bag restrictions and long bag search lines, additional airline fees for carry-on luggage, and the broader challenge of carrying everything you need when travelling, attending events and navigating everyday life.
“What if we created something that made it easy to take your Craisins snacks – and a bunch of other stuff – with you? Designing the custom Craisins Secret Snack Stash Hoodie was a great opportunity to take the traditional concept of branded merchandise with genuine utility.
“This streetwear activation taps into the growing trend of food brands creating exclusive merchandise as a fresh and unexpected way to market their products, especially to younger consumers. We wanted to explore our own limited-edition branded piece to make the new Craisins snack packs easier to take with you, but it was essential to us to take it one step further by adding real, insight driven functionality.
“The hoodie gives consumers a practical way to stash their Craisins Cinnamon Churros, Chocolate Orange, and Apple Crumble flavoured snack packs and their personal gear, when they’re on the go enjoying concerts, festivals, sports events and short trips.”
The hoodie activation is designed to drive awareness of Ocean Spray’s Craisins Dried Cranberries, which contain natural antioxidants and are a source of fibre. The new Craisins snack packs build on the existing portfolio, adding indulgent dessert-inspired flavours, and convenience via single-serve, on-the-go packs, making it easier for consumers to enjoy Craisins wherever the day takes them.
Samantha D’Silva, Ocean Spray innovation manager, said: “We know there is strong demand for convenient, all-day snacking, particularly among consumers looking for options that are both delicious and better for them. More than one in two Gen Z consumers are actively seeking nutrient-rich snacking options, presenting a prime opportunity to connect with people looking for convenient, better-for-you choices.
“We’re proud to be continuing to build on the strong fruit-based credentials of Craisins. This campaign gives us a unique opportunity to reinforce Craisins’ value, while bringing the new dessert inspired snack pack range to life in a fun, unexpected and highly shareable way.”
Elise Hedley-Dale, Media Words media director, said: “Everyone has a snack hiding spot, and Will and Woody are the perfect pair to bring this sneaky campaign to life with their cheek and lighthearted humour. Using audio for this campaign will put Ocean Spray Craisins front and centre for our audience.”
Nick Brown, The Reactor founder and executive creative director, said: “This campaign really started from the product – three, new on-the-go snacks that are so good you want to take them everywhere. The Craisins Secret Snack Stash Hoodie brings a bit of fun and irreverence to the everyday problem of carrying your essentials. It takes something as simple as a snack pouch and turns it into a piece of streetwear that’s practical, unexpected and unmistakably Ocean Spray.”
The Craisins Secret Snack Stash Hoodie activation is part of Ocean Spray’s Drink Different/Snack Different brand campaign, developed with long-time partners, creative agency The Reactor, and media strategy consultancy Media Words.
The Ocean Spray Craisins Dried Cranberries range of dessert-inspired snack packs is now available in Woolworths, independent grocers and select convenience stores nationally.
