Nov 1, 2017

#BerryTogether campaign by Driscoll’s a success

A national marketing campaign for berries is being recognized by its creator as a success for creating a more emotional connection with consumers.

Driscoll’s #BerryTogether campaign launched in July 2017 with an announcement of the top 10 berry-loving metropolitan areas in the U.S. To bring this data to life, the program featured an integrated approach combining live, in-person experiences with digital.

“#BerryTogether is part of our long-term strategy to capture the strong emotional drivers of why people prefer to eat fresh berries compared to other popular fruits and vegetables,” said Frances Dillard, director of marketing and Driscoll’s global brand lead. “In the four short months since we launched the campaign, it has been incredibly rewarding to see our strategy has resonated with our brand advocates.”

The anchor brand video featuring a 3-D berry picnic surprise was viewed more than five million times. Entries for the #BerryTogether Sweepstakes continue to tally into the thousands, and millions have visited the BerryTogether page on Driscolls.com. The campaign has also gathered almost 80 million media impressions across top-tier consumer, business, marketing and trade outlets.

In addition to these interactive campaign elements, tactics also incorporated paid media, out of home branding, in-store retail activations, a comprehensive influencer program featuring nearly 30 notable bloggers who created original content around their #BerryTogether moments, and more.

The campaign marks is brand’s first U.S. communication strategy since unveiling its unified global visual identity system across North America, Europe, Australia and China in 2016.

Using the brand “Only the Finest Berries,” Driscoll’s markets fresh strawberries, blueberries, raspberries and blackberries, representing more than a hundred years of farming heritage and hundreds of independent growers around the world. Driscoll’s exclusive patented berry varieties are developed through years of research using only natural breeding methods.