Sep 5, 2018Picnic basket-shaped vehicle latest effort in Driscoll’s #BerryTogether campaign
Driscoll’s national #BerryTogether campaign is looming large.
A larger-than-life 3D picnic basket on wheels will soon be rolling through local communities and neighborhoods to share the berry joy and deliver delicious berry treats.
This campaign element is the next phase in the brand’s multifaceted campaign, supporting Driscoll’s brand strategy to evolve a functional item from the produce aisle into something that inspires a strong emotional connection. Driscoll’s long-term business objective is to continue building brand differentiation in an otherwise commoditized agriculture industry.
“Brands are driving the double-digit 11.5 percent dollar growth in the produce industry,” said Frances Dillard, Director of Marketing and Global Brand Lead. “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.”
Introduced last year, Driscoll’s #BerryTogether campaign marked the brand’s first U.S. communication strategy since unveiling its unified global visual identity system across North America, Europe, Australia and China. To date, the campaign has garnered several prestigious industry awards, and key performance indicators prove the emotional messaging is resonating with consumers.
“Last year we announced the top ten berry loving cities and launched a pop-up 3D berry picnic art mural,” said Jamie Bassmann, Brand Manager. “This year, we’ve gone bigger and better with an extraordinary berry picnic basket on wheels.”
Driscoll’s packs, ships and distributes fresh strawberries, blueberries, raspberries and blackberries.