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Driscoll’s and consumers are #BerryTogether

Earlier this year Driscoll’s introduced #BerryTogether, a multi-faceted national campaign created to support the new brand positioning of elevating to a more emotional consumer connection. The highly successful consumer movement is another phase in Driscoll’s multi-year journey to achieve differentiation and brand equity in the commoditized agriculture industry. The communication strategy demonstrates how berries bring people together to make ordinary moments more special.Final-BerryTogetherAd 2083x

The #BerryTogether program launched in July 2017 with an announcement of the top 10 berry-loving metropolitan areas in the U.S., based on weekly berry sales per store. To bring this data to life, the program featured an integrated approach combining live, in-person experiences with digital extensions that inspired bringing people together across the country and through multiple channels. The campaign recently garnered several prestigious 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,” 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.”

Key performance indicators support that consumers are engaging and sharing the messaging. With more than 5 million views, the anchor brand video featuring a 3-D berry picnic surprise is a viral sensation. Entries for the #BerryTogether Sweepstakes continue to tally into the thousands, and millions of consumers have visited the BerryTogether digital hub on Driscolls.com. The campaign has also garnered 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.

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.

You can find more information on #BerryTogether online at www.berrytogether.com