Washington Red Raspberry Commission launches frozen raspberry campaign

To connect consumers with the roots of their food, the Washington Red Raspberry Commission (WRRC) has launched a new national campaign promoting frozen raspberries.

The Great American Frozen Raspberry campaign has been introduced as a fresh take on American frozen raspberries. It was started to inspire consumers to enjoy the uniquely craft-grown, flavor-packed freezer essential all year long, according to a news release.

Representing 90% of the nation’s frozen red raspberries grown in Washington, the Lyndon, Washington-based WRRC’s campaign isn’t only promoting a fruit, it’s also spotlighting a legacy of American farming, innovation and “unmatched quality that’s been generations in the making,” according to the release. 

More than only storytelling, the campaign prompts action. Shoppers are encouraged to look for frozen red raspberries labeled “Product of the U.S.A.” at major retailers including Costco, Kroger, Meijer and others, or try consumer products that feature American-grown raspberries as an ingredient.  

“Every frozen Washington red raspberry is a reflection of the craft and care our farmers put into their work, many of them carrying on generations of family tradition,” Stacey Beier, WRRC’s associate director, said in the release. “The quality truly speaks for itself — you have to taste it to believe it. Through this campaign, we’re elevating that story and helping consumers not only get to know the people behind these raspberries, but also discover fresh, creative ways to enjoy these vibrant fruits all year long.”

The campaign drives the story of Washington red raspberries through high-impact moments — on social media, in consumers’ earbuds, and soon, in the field. 

WRRC has partnered with a lineup of food, health and lifestyle social media creators to develop vibrant content and recipes that spotlight the versatility of frozen red raspberries in everyday meals, from brunch boards and smoothies to sauces and desserts.

Meanwhile, as more than 100 million Americans listen to podcasts each week, WRRC has launched a national podcast advertising campaign to showcase the unique farmer stories and berry benefits to engaged listeners in the health, parenting and lifestyle space. Those not tuning into a podcast are often listening to local radio on their commute, so a new partnership with NPR’s Northwest Public Broadcasting highlights the local craftsmanship and sustainability behind each frozen berry in Washington’s backyard.

Grown specifically for freezing and cultivated with the highest American standards, the raspberries are anything but ordinary. With fresh inspiration and newfound awareness of the people behind the product, consumers are invited to bring home a bag and taste the difference, according to the release.  

In July, as part of the Northwest Raspberry Festival, WRRC will engage the local northern Washington community and influential stakeholders to visit and experience raspberry harvest firsthand. The behind-the-scenes experience connects guests directly with the people and process behind Washington red raspberries, elevating industry visibility while helping shape the future of raspberry farming in the state, according to the release.

Across its digital platforms, including RedRazz.org, Facebook and Instagram, and through digital paid media, the campaign is set to create a full-spectrum impact that informs and inspires, according to the release.

The result is a campaign that’s as dynamic and layered as the berries themselves, inviting consumers to connect with the story, savor the quality and rediscover what makes frozen Washington red raspberries a standout ingredient any time of year.