WATSONVILLE, CA - Recently, ANUK has been exploring the importance of brand connection and the many strategies companies implement to achieve it. Driscoll’s is aiming to bring consumers closer to its growers, harvesters, and grocery partners with a newly launched video mini-series, One Family, One Earth™.

“Our goal with this campaign is to build and deepen consumer brand trust and generate inspiration through transparent, credible, and authentic storytelling," said Alejandra Sanchez, Sustainability and Social Impact Marketing Manager. "The interdependence between agriculture, people, and the environment is essential to our daily lives. The need to sustain and nurture these relationships becomes critical to our future. One Family One Earth demonstrates, that around the world, the individuals that make up the Driscoll’s family are building longevity for their farms, their communities, and the earth."

Highlighting a shared passion for berries, sustainability, and vibrant growing communities, the new series will consist of five docu-style short films intended to build stronger brand connections through authentic storytelling. As a press release explained, the films will give consumers a behind-the-scenes look at Driscoll’s art of growing, its thriving workforce, its environmental stewardship, and its vibrant communities.

This new campaign honors the communities that participate in Driscoll’s long-time commitment to environmental stewardship and demonstrates the agricultural community’s steps toward advancing sustainability within the industry.

"The campaign will launch with a digital forward strategy that will initially focus on reach and engagement on our own website and social media platforms," said Jamie Bassmann, Director of Brand and Digital. "While our target audience is millennial moms, we've invested in consumer research to ensure our messaging and positioning will resonate with Gen Z, our future consumer. This group is gravitating toward brands that lead with their values. We’ll use paid media to measure brand affinity with our target audiences and ensure success.”

One Family, One Earth’s campaign debut will initially feature two new short films:

• Making Waves: This film features two growers from Watsonville, CA, each with their unique approach to water stewardship and a shared vision to preserve water resources for their community and their family for generations to come
• Field Among Fields: Field Among Fields features one of Driscoll’s employees and independent growers, who together, have created a safe space for kids to play soccer in the Pajaro Valley for the past seven years. The field is home to six teams, including Pajaro Valley United

The berry brand will amplify the campaign throughout 2024 while releasing new short films and campaign assets. To read more about this new strategy, click here.

Stay tuned as ANUK continues to provide more industry updates!