Driscoll’s is a global market leader of fresh strawberries, blueberries, raspberries and blackberries. With more than 100 years of farming heritage and hundreds of independent growers around the world, Driscoll’s is passionate about growing great-tasting berries. Driscoll’s exclusive patented berry varieties are developed through years of research using only natural breeding methods. That means no GMOs. Driscoll’s is the trusted brand for “Only the Finest Berries.” Path to Purchase IQ Managing Editor Charlie Menchaca asked Kimberly Allen, Driscoll’s senior manager, channel marketing, a few questions about the business.
Tell us about a recent campaign for one of your products.
ALLEN: Last summer, Driscoll’s embarked on a national multi-channel campaign to tap into the joy people feel when sharing and enjoying fresh berries. The campaign was focused around a picnic theme of “Berries are Better When Shared Together.” It was intended to build emotional brand differentiation across multiple integrated touchpoints. By combining our powerful brand promise of Only the Finest Berries with an emotional marketing strategy of connecting summer picnic moments, Driscoll’s felt it had a winning brand experience that would resonate with consumers.
We brought the campaign to life with a 3D Berry Picnic Mobile unit that toured the Twin Cities throughout the summer months to deliver shareable treats and experiences to berry consumers at more than 75 events. The #BerryTogether campaign also included creative in-store branded destination displays designed as giant picnic baskets filled with fresh berries. These displays were installed with key retailers in Minneapolis and were developed to drive sales and inspire consumers. Berry tastings, brand ambassadors and a special berry picnic shopping tote were on hand when the Berry Mobile made an appearance at retailer locations.
Digital and social media marketing were critical key elements to the campaign with influencer partners for amplification, picnic recipes to inspire usage and a special berry sweepstakes. The #BerryTogether campaign was one of the most successful consumer programs to date for Driscoll’s.
How does your company plan to use its P2PI membership resources?
ALLEN: We’re looking forward to leveraging the resources that P2PI offers to its members. Since Driscoll’s is a brand leader in the produce department, our focus is to take our branded destinations to the next level with more creative, impactful and consumer-appealing merchandising. Having access to the p2pi.org website, training classes, conferences and publications provides greater insight into the shopper marketing trends that are happening in the grocery environment.
What are your predictions for the future of marketing, and how will your company navigate that future?
ALLEN: We believe that success will come from continuing to work closely with our customer partners and leveraging consumer data and insights. Having an omnichannel marketing strategy that aligns with shopper needs and purchase behavior is critical in today’s world. Consumers want options and solutions to address their busy lives. Marketing must continue to evolve and innovate to stay connected with these consumers. With fresh berries it is challenging to move outside of the in-store environment and into the new channels. However, consumer-driven organizations adapt as well as evolve and marketing must help lead the way.