Driscoll's Launches Mom-Based Series Planned to Culminate on Mother's Day
WATSONVILLE, CA - Who focuses on the health and well-being of the family like mom? Seeking to connect with the matriarchs of consumption on a resonant level, Driscoll’s launched a special content series that put several new faces to the berry behemoth’s brand by highlighting Driscoll’s moms. As retailers begin Mother's Day promotions—and understand the importance of social media in bringing shoppers into stores—the new marketing campaign is sure to up foot traffic in the berry category.
“For Driscoll’s to be relevant in such a context for millions of our consumers, we knew we needed to be authentic, candid, compassionate, and supportive,” said Diane Scalisi, Senior Digital Marketing Manager. “It was time to strip away all the fancy aspirational stuff, and just be real. So, we tapped into the experience of the moms within the Driscoll’s employee base to collect stories, challenges, tips, and photos of moms just trying to make it all work.”
Since April 3, Driscoll’s has introduced a new addition to the series every Friday on Instagram, featuring a mother in the Driscoll’s family sharing her experiences in her own words and pictures.
“The response of our special content series on social media has been very positive and well received by our community,” Ashley Enos, Digital Marketing Manager, commented. “Our berry moms resonated with the shared stories and echoed that despite all the chaos and messiness, there is love and joy found in the sweet little wins of the day.”
The company noted that, for thousands of moms everywhere, COVID-19 has led to a collapse of boundaries between work and home life, resulting in overwhelming feelings of loss of control. As the team stated in a press release, the normal rhythms of life have been upended, including losing childcare, working from home with a household full of energy (a baby, young children, a spouse), and uncertainty about what the future weeks and months will hold.
The content series will culminate on Mother’s Day with a special montage of photos and quotes from Driscoll’s moms and grandmothers on Driscoll’s Instagram.
With a large social media community, Driscoll’s brand recognizes a unique opportunity to provide helpful information that brings families comfort, develops comradery, and provides ideas for time at home.
To see the Driscoll’s moms, hear their stories, and share with your teams and customer base, you can go to the company’s Instagram account @driscollsberry.