Brand rolls out marketing project across five major markets, with focus on fibre designed to secure untapped potential
Berry brand Driscoll’s says the launch of its first ever global marketing campaign for raspberries and blackberries can help retailers grow the berry category further by changing the way consumers think about those products.
The project, which covers the US, UK, Germany, Australia, and China, is built around the proposition ‘Naturally Sweet, High in Fibre’ and aims to close what the group sees as a “significant gap” between the nutritional reality of rubus berries and consumer perception.
New US consumer research commissioned by Driscoll’s and conducted by Ipsos apparently reveals the scale of the opportunity: it found that only 19 per cent of shoppers selected raspberries and 21 per cent selected blackberries when asked to identify the five fruits highest in fibre – even though 89 per cent agreed that fresh fruit was a good source of fibre.
The marketer said it wanted to make the reality clearer, for example by pointing out that a cup of raspberries contains 8g of fibre, and a cup of blackberries contains 7g. That equates to approximately 25 per cent of the recommended daily intake, according to USDA data.
“The opportunity is bigger than a marketing campaign,” said Jiunn Shih, global chief marketing officer at Driscoll’s. “We believe raspberries and blackberries have the potential to become a much bigger part of the everyday fruit bowl.”
He added: ”Driscoll’s has invested for years in breeding and growing great-tasting berries. Now we are investing globally in creating the consumer demand to match, starting with a powerful benefit that remains surprisingly undiscovered: fibre.”
Global campaign
The campaign aims to position fibre not as a purely functional health message, but alongside one of the primary reasons consumers already choose berries: taste and enjoyment. As such, its message invites consumers to recognise that they do not have to choose between flavour and nutrition.
Activations will span consumer communications, PR, social media, shopper marketing, and retail programmes across all markets. Individual marketing activities will be adapted to local consumer culture, regulation, retail environments, and media channels.
The campaign is part of a broader, long-term commitment by Driscoll’s to grow the raspberry and blackberry category and to take those products beyond a premium niche, backed by continued investment in its breeding programme.
