“For us, introducing the debate, no matter how silly, and engaging consumers in conversation was a clever way to get closer to them. “When we landed on the great pulp debate, it became clear that we’d found creative insight that could appeal to all orange juice drinkers,” says Vanessa Harbec, copywriter at LG2. In addition to the TV spot and survey, the campaign is running across OLV and social, as well as through sponsored integrations with CTV’s The Social, banners on CP24 and digital OOH throughout the GTA. In return, they’re entered for a chance to win up to a $5,000 grocery gift card. The pulp of an orange is composed of about 10 soluble fiber, which can help with bowel regularity and cholesterol levels. SIMPLY JUICE PULP FREE ORANGE IS KOSHER, NON-GMO AND MEETS THE AMERICAN HEART ASSOCIATIONS CRITERIA FOR HEART HEALTHY FOOD. Pulp is made up of cells that contain water, enzymes, and other substances. It’s what gives orange juice its characteristic cloudy appearance and thick texture. Our pulp-free orange juice is your new brekkie-time staple H2jUICE is 100 plastic & carbon neutral - for every bottle of H2jUICE purchased, the equivalent of. That spot – as with other campaign materials – urged people to participate in an online poll, which closes May 15, to make their feelings on the issue known. Pulp is the fibrous material found in fruits and vegetables. Pulp, which undergoes further processing after extraction, is added back to some juices ( 1 ). The debate is at the heart of a 30-second spot that serves as the anchor for the campaign, featuring numerous people trying to enjoy their orange juice – with or without pulp – while being not-so-subtly judged by the other people in their lives. When the agency pitched the concept of ‘pulp’ and ‘no pulp,’ we thought it was a promising idea that would challenge consumers and ensure their commitment and conversion.” ![]() Despite its health benefits, the texture of pulp. ![]() Like vitamin C, fiber also lowers your risk of certain diseases and chronic illnesses while helping boost digestion along the way. According to WebMD, drinking orange juice with pulp is an easy way to boost your daily intake of fiber. “It’s important to talk about taste since most consumers choose Oasis in blind taste tests. In the simplest terms, pulp is just the remnants of an orange. “We’re encouraging people to try the juice by emphasizing taste, a powerful reminder that the product is fresh, 100% pure orange juice,” she tells strategy. Net weight: 52 fl oz (US) Beverage container material: Paper or Cardboard. It harnesses the bitter debate between pulp enthusiasts and those who would rather enjoy their juice without it in a tongue-in-cheek way, aiming to have some fun with the topic while encouraging potential consumers to share their opinions – a move that “makes memorable and increases their commitment to the brand,” says Marlène Hins, VP of marketing and innovation at the juice brand’s parent company, Lassonde. ![]() The campaign, “It’s a Question of Taste,” was developed with creative agency LG2. Popular juice brand Oasis has launched a new, national campaign that is challenging Canadians to declare where they stand in important debate: do you like pulp in your orange juice?
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