Asia Edition
Fresh Berry Leader Scores its Latest Major Hit with an Integrated Campaign Designed to Bring Consumers Together Over a Shared Love of Berries
Earlier this year, berry producer Driscoll’s introduced #BerryTogether, a national campaign created to support the new brand positioning the company hoped would help cultivate a more emotional consumer connection.
The #BerryTogether program 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 extensions.
The campaign recently won several marketing awards including finalist in The OMMA Awards and recognition in several categories for MarCom Awards.
“#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,” says 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.”
In addition to 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 #BerryTogether campaign marks the brand’s first U.S. communication strategy since unveiling its unified global visual identity system across North America, Europe, Australia and China in 2016.
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