WATSONVILLE, Calif. – Just in time for International Picnic Day, Driscoll’s 3D Berry Picnic Mobile is hitting the road again, kicking off the next phase of the brand’s multi-faceted #BerryTogether campaign with a tour through Minneapolis-St. Paul. 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.
As the raspberry consumption capital of the U.S., according to syndicated category data reported by The Nielsen Company,* the Twin Cities market is the perfect location for Driscoll’s to once again kick off its #BerryTogether campaign with fun and engaging activations that bring people together and prove that the best moments in life are shared.
“Driscoll’s #BerryTogether campaign continues to build emotional brand differentiation across multiple integrated touchpoints,” say 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.”
“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,” says 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, Twin Cities Marathon and more.
The #BerryTogether campaign also 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,” says 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.”
Driscoll’s #BerryTogether campaign is part of the brand’s long-term strategy to embrace and amplify the strong emotional drivers of why people feel joy while eating fresh berries as compared to other popular fruits and vegetables.*
To find more information on #BerryTogether and view a full schedule of the Berry Picnic Mobile’s travel route please visit BerryTogether.com
Driscoll’s is the 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 traditional breeding methods. Driscoll’s is the trusted brand for Only the Finest Berries™.
*SOURCE: Measured by weekly berry sales per store. Calculation based in part on the Syndicated Berry category data reported by Nielsen through ScanTrack Service for the calendar year of 2016 ending 12/31/2016, for the Syndicated Major Markets and Extended All Outlets Combined. Copyright © 2017, The Nielsen Company.