Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
Media Edge: Orchard Valley Harvest targets Gen-Z, millennials in new push
Media Sales Lead: Orchard Valley Harvest (OVH) just kicked off its first integrated brand campaign. The creative, which is from OVH's AOR, Terri & Sandy, includes three video ads. The spots will be supported across national TV, digital, and social media. The campaign is accompanied by a rebrand that includes a new logo, brand identity, and packaging. OVH used Straight Forward Design for the rebranding project. The brand hopes the rebrand will help it reach Gen-Z & millennials more effectively. OVH also announced it will donate 1% of all sales to ending child hunger in the US, which should be appealing to its young target audience.
Key Lead Takeaways: OVH has not allocated a significant budget toward advertising for several years in a row, but this campaign signals it is about to ramp up spending. Reach out now to see what types of ad space you can provide.
Target Demographic: Gen-Zers & millennials
Key Spend Notes:
- OVH has not invested in national marketing for the past few years.
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes OVH under Snack Foods**
- 2023 YTD Spend: $623.3k
- 2022 FY Spend: $0
- 2021 FY Spend: $0
- 2020 FY Spend: $0
Ad Flight Breakdown (by spend): OVH has aired three spots this year: "Mascot," "Wired Shut," and "The Watcher."
Top Daypart (by impressions): Primetime (51.6m), Day Time (37.5m), Early Fringe (21.6m), Weekend Day (18m), and Overnight (18m).
Top Networks (by spend): Hallmark, Fox News, TLC, Hallmark Movies & Mysteries, and Food Network.
Top Shows (by spend): The First 48, The Golden Girls, The Pioneer Woman, Law & Order: Special Victims Unit, and The Ingraham Angle.
Top Industry/Vertical Spenders (by spend): Doritos (9%), Cheez-It (9%), Pringles (7%), PopCorners (7%), and Nature Valley (6%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes OVH under Trail Mixes & Snacks Mixes**
2023 YTD Spend: $15.1k
2022 FY Spend: $0
2021 FY Spend: $0
2020 FY Spend: $246.4k
2020 Ad Flight Breakdown:
- Q1 2020 Spend: $200
- Q2 2020 Spend: $246.2k
- Q3 2020 Spend: $200
- Q4 2020 Spend: $0
2020 Impressions: 32m
2020 Top Ad Types (by spend): Facebook (72%), Instagram (15%), and desktop video (13%).
2020 Top Purchase Channels: Direct (100%).
2020 Top Publishers: facebook.com, instagram.com, and hulu.com.
Top Industry/Vertical Spenders: ChexMix (81%), Flipz (9%), Sargento (9%), Sahale Snacks (1%), and Orchard Valley Harvest (.45%).
Top Creative (by spend; see below): Pathmatics reports that 23 creatives ran during 2020 (note that not all creatives debuted in 2020).
Current Agency Roster:
- Cage Point: media AOR
- Terri & Sandy: creative AOR
- Straight Forward Design: branding
