Significant investment and theatrical marketing strategy behind Good Natured Berries aims to ‘shake up the berry aisle with joyful shelf appeal’
A refreshed berry brand from Scottish berry marketers Angus Soft Fruits that is built around fun and emotional connection will launch in retailers with consumer tastings, bagpipes and theatre.
Good Natured Berries, available from today (9 June) in Morrisons in Scotland and UK-wide in Costco, has been refreshed with the help of brand agency 20 Degrees, behind the likes of Pink Lady and Tenderstem.
Backed by significant investment, the company said the relaunch into retail is a product of deep consumer and category insight that aims to “shake up the berry aisle with unapologetic energy, premium quality and joyful shelf appeal”.
In-store launches will include bagpipers, pick-your-own strawberry pop-ups, and a shopper sampling schedule designed to create theatre and drive immediate trial.
“Berries should be fun,” said head of marketing at Good Natured Berries, Jill Witheyman. “They should make you smile before you even take a bite. That’s the feeling we’ve bottled in our rebrand – this delicious sense of juicy chaos, grown with passion and bursting with flavour.”
With a striking new visual identity and an emphasis on sustainability, the brand refresh comes along a newly invigorated marketing strategy, focusing on consumer insight to drive emotional connection and long-term loyalty.
Good Natured Berries is available now with further retail expansion already underway.
