#BerryTogether / Driscoll's
Submitted By Driscoll's
The #BerryTogether campaign is an integrated communication strategy across multiple touch points designed to activate our brand advocates and create brand awareness. The activation was centered on the emotional idea that berries are better when shared together. #BerryTogether invited consumers to show us how they #BerryTogether. Each element supported bringing people together to make ordinary moments more special.
Driscoll’s created and then placed a bigger-than-life, 3D Berry Picnic in the middle of a tranquil park located in Twin Cities, MN. The immersive art installation of an iconic summer moment beckoned park visitors to step-up, activate the music and be rewarded. An ordinary day, quickly turned into a memorable #BerryTogether moment.
Footage capturing authentic interactions with the 3D Berry installation was included in the anchor brand video. The video was hosted and shared across web, YouTube and on social. Millions of views were achieved in weeks of the spot’s launch.
Create & capture an authentic in-person experience proving that berries are better when shared together.
The produce industry consists of very few brands. Typical marketing functions, resources and investments remain limited compared to large CPG companies in the broader food industry. Driscoll’s brand team had to focus on activating a base of brand advocates to amplify the movement while relying on consumer research results to tap into an authentic consumer psychographic of why people eat berries and how our brand fits into their lives.
The anchor of our campaign was developing an experiential activity that captured our brand essence in the most creative way possible.
Our challenge was also to describe a meaningful functional reason why our berries have a flavor differentiation. Our R&D Team of breeders, scientists and agronomists have now been media trained and have been core to our media road-show and storytelling. Our berries are not a commodity but have a true IP.