North America Edition
Driscoll’s is promoting that berries are better when shared together. To bring this concept to life, the company has created what they describe as a one-of-a-kind experiential activation – a larger-than-life 3D picnic basket on wheels that will be rolling through local communities and neighborhoods to share the berry joy and deliver delicious berry treats.
This campaign element is the next phase in the brand’s #BerryTogether campaign, supporting Driscoll’s brand strategy which is "to evolve a functional item from the produce aisle into something that inspires a strong emotional connection with happiness". Driscoll’s said its long-term business objective is to continue building brand differentiation in an otherwise commoditized agriculture industry.
“Brands are driving the double-digit +11.5 percent dollar growth in the produce industry says Frances Dillard, Director of Marketing and Global Brand Lead. “Driscoll’s has become a trusted consumer brand and according to the Nielsen Company, we are now the largest produce brand based on dollar sales. We continue to invest in our brand journey as our brand advocates inspire a consumer movement to share the berry joy.”
Introduced last year, Driscoll’s #BerryTogether campaign marked the brand’s first U.S. communication strategy since unveiling its unified global visual identity system across North America, Europe, Australia and China. To date, the campaign has garnered several industry awards, and key performance indicators suggest the emotional messaging is resonating with consumers.
“Our goal in this next phase of #BerryTogether was to disrupt the marketplace with a unique and authentic experiential activation that brings together local communities,” explained Jamie Bassmann, Brand Manager. “Last year we announced the top ten berry loving cities and launched a pop-up 3D berry picnic art mural. This year, we’ve gone bigger and better with an extraordinary berry picnic basket on wheels.”
For more information:
Hannah Rosenthal
Tel: +1 (646) 428-0669
