Driscoll's Launches #BerryTogether Campaign and 3D Mobile Picnic Tour
- by Anne Allen
WATSONVILLE, CA - I was today years old when I learned about International Picnic Day, and I’m already a better human for it. In true berry-lover and picnic connoisseur fashion, Driscoll’s is taking its 3D Berry Picnic Mobile on the road. As part of its #BerryTogether campaign, this one-of-a-kind picnic basket on wheels will deliver shareable treats and experiences the whole family will enjoy, catering to Twin Cities residents all summer long.
“Driscoll’s #BerryTogether campaign continues to build emotional brand differentiation across multiple integrated touchpoints,” said Frances Dillard, Senior Director of Brand and Product Marketing. “Flavor is the core purchase driver for berry consumers. By combining our powerful brand promise of Only The Finest Berries™ with an emotional marketing strategy of connecting summer picnic moments, we have a winning brand experience."
According to a press release, the Twin Cities market stands as the raspberry consumption capital of the U.S. So, what better place for Driscoll’s to kick off its #BerryTogether campaign? With fun and engaging activities planned, it’s a surefire way to get people involved and living their best picnic lives.
“Our multi-sensory experiential activation in more than 50 locations throughout Twin Cities summer picnic season will bring loved ones together over fun games and a berry-centric menu of summer dishes, including refreshing blueberry mint lemonade, raspberry vanilla popsicles, and an indulgent chocolate berry skewer,” said Jamie Bassmann, Senior Brand Marketing Manager.
The Berry Picnic Mobile’s full Twin Cities tour schedule can be tracked here and includes fan-favorite stops like the Minnesota State Fair, Grandma’s Marathon, and Twin Cities Marathon.
Additionally, the #BerryTogether campaign includes a creative in-store branded destination designed as a giant picnic basket filled with fresh berries.
“Merchandising fresh berries in the front of the store in refrigerated cases has proven highly successful in driving sales,” stated Kim Allen, Senior Channel Marketing Manager. “This year, we are taking the branded destination to the next level with a creative approach to the picnic theme to connect back to the berry mobile experience. A handy tote designed as a picnic basket was created to carry and drive multi-berry purchase.”
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