Driscoll's Launches New Sweetness Worth Sharing™ Campaign
WATSONVILLE, CA - As this year has taken us through unexpected twists and turns, we could all use a little bit of sweetness in our lives. That is why Driscoll’s has announced its new Sweetness Worth Sharing™ campaign that encourages consumers to share the tender moments in their everyday lives using its new fully-integrated digital program. Whether its indulging in the taste of Only the Finest Berries™ or sharing small special moments with family and friends, Driscoll’s wants to make sure shoppers are celebrating its brand.
“Our latest campaign continues and builds on our brand journey to promote emotional connections through shared experiences,” said Fran Dillard, Senior Director of Brand and Product Marketing. “Sweetness Worth Sharing takes Driscoll’s beyond the functional promise of a delicious berry and allows us to connect with our consumers on a special and emotional level.”
The new campaign pays homage to Driscoll’s everlasting pursuit to provide the best and sweetest berries, and the company wants to show that everyone is capable of sharing something sweet.
According to a press release, Sweetness Worth Sharing captures real-life moments from real families as they reflect on the things that bring them joy every day.
“What the consumer experiences with this campaign is completely based on the real emotion and connection our team tapped into,” explained Diane Scalisi, Senior Digital Marketing Manager. “Our hope is to inspire others to engage in simple acts of sharing to create a positive change in perspective, which we’re all so in need of these days. We’re calling upon the millions in our digital community to spread positivity by activating in real life and online with the hashtag #SweetnessWorthSharing.”
To capture the loving moments, Driscoll’s has partnered with five photographers and their families, each one with a diverse background of their own, to document real moments that they experience.
The company has also created five video vignettes that feature simple, joy-filled moments centered on sharing Driscoll’s berries.
“Our campaign approach offered a creative solution to the challenges presented when creating content while adhering to social distancing guidelines,” said Jamie Bassmann, Senior Brand Manager. “The resulting photos and videos depict genuine, emotional moments at home capturing how families experience Sweetness Worth Sharing.”
The new campaign will continue to feature exclusive social media content, giveaways, new recipes, and feature new brand partners as well. Driscoll’s plans on expanding the campaign in the coming months, giving consumers the opportunity to engage at home.
It is always important to celebrate the little things in life that often get taken for granted, and Driscoll’s new campaign is making sure that they aren’t forgotten, especially at a time when we could all use a little sweetness to make our lives brighter.