Ocean Spray launches Craisins hoodie with hidden pockets to dodge bag checks

Ocean Spray has created a hoodie with hidden pockets to promote its new Craisins Dried Cranberries snack packs, as part of a radio campaign with Will and Woody.

The Craisins Secret Snack Stash Hoodie has an easy-access pocket for the snack packs and several hidden pockets for items such as a phone, charger, wallet, earbuds, iPad, passport and travel-size toiletries. Ocean Spray says it is designed to help people avoid bag-check queues at concerts, festivals and sports arenas, and cabin baggage fees on airlines.

The single-serve packs come in 35-gram pouches in three dessert-inspired flavours: Cinnamon Churros, Chocolate Orange and Apple Crumble. They contain no artificial flavours, colours, sweeteners or preservatives, and are now available nationally at Woolworths, independent grocers and select convenience stores.

The campaign runs on the KIIS network in Melbourne, Sydney, Brisbane and Adelaide, Gold96 in Perth and select regional stations from 19 October. A new segment, Australia’s Easiest Quiz, asks listeners “Where do you stash your snacks?” for a chance to win a daily $1,000 cash prize. One of the hosts puts on the hoodie to test whether the caller’s item would fit inside with the snack packs. The top caller over the two weeks wins a hoodie and a case of the snack packs.

READ MORE: Will & Woody feature in GloBird Energy’s billboard ‘bombing’ campaign

The campaign is also supported by social media from the Will and Woody team, 15 and 30 second radio ads, and an influencer campaign with 50 micro-influencers through 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.”

Ocean Spray says Craisins sales across Australia and New Zealand are up 13.2% in value and 12% in volume year-on-year, which it attributes to demand for affordable, health-focused snacking. The snack packs add a single-serve format to the range.

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.

Booth added: “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.”

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.”

READ MORE: Joe Jonas pops in to KIIS' Will & Woody show to test his canned drink sound knowledge

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 hoodie activation is part of Ocean Spray’s Drink Different/Snack Different brand campaign, developed with creative agency The Reactor and media strategy consultancy Media Words.