Driscoll's #BerryTogether Campaign Marks Success
WATSONVILLE, CA – In 2017, Driscoll’s announced the first campaign marking the brand’s first U.S. communication strategy since unveiling its unified global visual identity across North America, Europe, Australia, and China in 2016. #BerryTogether is a multi-faceted national campaign created to support the new brand positioning of elevating to a more emotional consumer connection.
“#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, according to a press release. “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 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 Only the Finest Berries™ bring people together to make ordinary moments more special.
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 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.
Key performance indicators support that consumers are engaging and sharing the messaging. With more than five 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, and more.
You can find more information on #BerryTogether online. Be sure to follow Driscoll’s on Facebook, Twitter, Instagram, and Pinterest for brand news, recipes, and berry joy.