New marketing supports Driscoll’s Summer of Sweetness

Driscoll’s has launched its latest digital projects, including its Berry Patch Sensory Wheels and a collection of Specialty Strawberry Mini Sets to support the brand’s high-flavour strawberry collection.

The new digital assets were timed with the return of the berry leader’s seasonal premium offering and are designed bring the brand’s promise of providing ’only the finest berries’ to life.

The group said it was the first fresh berry company to offer three different high-flavour strawberries mapped to a proprietary sensory wheel, which “captures the full sensory spectrum of tasting any of Driscoll’s berry”, enhancing its ability to communicate flavour to consumers.

“As the leading berry brand, Driscoll’s is always looking for the next opportunity to innovate and we knew we wanted to reach consumers digitally in launching this summer’s premium high-flavour berries,” said Ashley Capurro, digital marketing manager, Driscoll’s. “The consumer response to our summer content has been incredible and we’re pleased to share both educational and compelling content through our digital platforms.”

Driscoll’s latest digital content launch will go live in early September on the brand’s social media channels.

For its take on the miniature art trend that has dominated social media for many months, Driscoll’s created three ’Mini Moments of Sweetness’ that aims to drive awareness for its premium collection and reinforce the differences between each of its premium berries.

“We knew we wanted to tap into both the latest trends and our expertise in berries to successfully launch our premium berries through our owned channels and educate consumers about the berries’ flavour profiles in a fun and engaging way,” said Evelyn Martinez, digital marketing specialist, Driscoll’s. “We’re excited to see how consumers interact with the Specialty Strawberry Mini Sets content on our channels, as the new digital assets are all meant to be shared with friends and family.”

Driscoll’s has paired the launch of the Berry Patch Sensory Wheels and Specialty Strawberry Mini Sets’ with the official launch of a brand TikTok channel, which will feature educational, inspirational, and entertaining content.