Brand’s Real Sweet Shop in London targets afternoon snacking occasions, as part of wider campaign in UK and Germany
Berry brand Driscoll’s has opened a pop-up sweet shop in central London to promote its first ever European marketing campaign focused specifically on raspberries.
Entitled Real Sweet, the campaign’s promotional activities are due to take place in both the UK and Germany, with PR, social media activity, creator and nutrition partnerships, retail media, in-store samplings, and other activations all planned.
The idea of setting up a sweet shop is apparently aimed at focusing on afternoon snacking, which so often involves the consumption of less healthy foods.
“We’re focusing on that afternoon moment when you fancy something sweet. We want Driscoll’s raspberries to become a go-to for that craving, without compromising on the enjoyment of a treat,” said Isla Haslam, the company’s head of brand, EMEA.
“It’s about getting people thinking beyond the breakfast bowl and giving raspberries a place in their afternoon snacking routine, another occasion to enjoy them, more often.”
The Real Sweet Shop brings that idea to life and is open for two days this week on Greek Street, in London’s Soho area.
“It’s lovely to see it coming to life,” Haslam added. “For me, there’s a big opportunity to make people look again at fresh produce. It can be easy to take it for granted, when there’s so much to get excited about: exceptional flavour, natural sweetness and, in the case of raspberries, naturally high in fibre.”
