Summer is coming in Australia – and that means long bag-check queues to enter concerts and sporting events, and wrestling with bags and irritating bag fees at the airport. Ocean Spray Cranberries has come up with an ingenious solution. A snack stash hoodie, cleverly 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 campaign was created by creative agency, The Reactor, media strategy consultancy, Media Words, 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 painfully slow bag-check lines. Why carry a bag or backpack when you can stash all your belongings in your hoodie instead?

The 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 October 19.

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 AU$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.

Elissa Booth, Ocean Spray ANZ General Manager, stated, “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.

“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.”

Nick Brown, The Reactor founder and executive creative director, added, “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.”