WATSONVILLE, CA - When I grab some berries at the store, my first instinct is to use them in cheesecakes or sangrias—or even eat them all by the time I get home, who knows?—and it seems that I am far from alone in those practices. Driscoll’s is capitalizing on the shared experiences that berries offer with its newest initiative that is a one-of-a-kind experiential activation, 3D picnic basket on wheels. You heard that right, ladies and gents. Driscoll’s is taking its berries to the streets to champion berries in its latest campaign. To do this, the picnic basket will roll through local communities and neighborhoods to share the berry joy and deliver berry treats.
“Brands are driving the double-digit +11.5% dollar growth in the produce industry,” Director of Marketing and Global Brand Lead Frances Dillard said. “Driscoll’s has become a trusted consumer brand, and, according to the Nielsen Company, we are now the largest produce brand based on dollar sales. We continue to invest in our brand journey as our brand advocates inspire a consumer movement to share the berry joy.”
This is just the latest step in Driscoll’s #BerryTogether campaign efforts. It is a strategic move that supports the company’s branding, transitioning berries from the produce aisle into an inspirational emblem that promotes emotional connections through shared experiences. Driscoll’s latest work is not the last stop on its journey. The company continues to build brand differentiation in the commoditized ag industry, according to a press release.
“Our goal in this next phase of #BerryTogether was to disrupt the marketplace with a unique and authentic experiential activation that brings together local communities,” Brand Manager Jamie Bassmann shared. “Last year we announced the top ten berry loving cities and launched a pop-up 3D berry picnic art mural. This year, we’ve gone bigger and better with an extraordinary berry picnic basket on wheels.”
#BerryTogether jumped into action last year and has since become the company’s first U.S. communications strategy since it released its unified global visual identity system throughout North America, Europe, Australia, and China, the release expressed. The emotional draw that Driscoll’s is creating is making waves amongst consumers, which has relayed in the company taking home several prestigious industry awards.
Wanting to see the berry mobile in action? You and me both, my friend! Check out the video above to see #BerryTogether in motion.
Keep your eyes peeled for more campaign elements as they roll out on social media and retail activations this holiday season and beyond.
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