Driscoll’s Australia national marketing manager presented with Australasia’s premier fresh produce marketing award for the Sweetest Batch Strawberries Campaign
Sonia Gabauer has won the 2025 Seeka Marketer of the Year Award (MOYA) presented by the International Fresh Produce Association Australia New Zealand (IFPA ANZ) and Produce Plus Magazine.
Australasia’s premier marketing award for the fresh fruit, vegetable and floral industries was presented at the Hort Connections Gala Dinner in Brisbane on 6 June. Gabauer, national marketing manager of Driscoll’s Australia, was recognised for her work on the Sweetest Batch Strawberries Campaign.
“It’s a huge honour – and a really proud moment, both personally and for the team at Driscoll’s,” said Gabauer.
“For me, this recognition reflects the power of having a clear, focused strategy and executing it well across every channel. The Sweetest Batch campaign wasn’t just a strong idea – it was consistent, considered, and connected across in-store, PR, digital, media, sponsorships, and experiential activities. This award truly validates the impact of end-to-end thinking and how effective marketing can drive both brand and commercial outcomes.
“It also brings our mission to life – to continually delight berry consumers by aligning our growers and customers. Sweetest Batch delivered on that, creating real value across the entire Driscoll’s enterprise. That’s what makes this win so meaningful.”
Gabauer said no campaign comes to life in isolation and acknowledged all those who contributed to the campaign.
“I’d like to thank our agency partners, who helped bring the strategy to life with standout execution. A heartfelt thank you to Winona Qin and Aleli Tan on my team – your drive, care, and creativity made all the difference. And, of course, to the broader Driscoll’s team, who backed the vision from day one,” said Gabauer.
“Good marketing doesn’t happen in a vacuum. When brand, product, commercial and shopper strategy are all aligned – and you have a team that believes in what you’re doing – that’s when the magic happens. This award is a reflection of that kind of alignment and teamwork, and I’m proud to have been part of it.”
The omnichannel Sweetest Batch Strawberries Campaign was designed to showcase the premium flavour and experience of Driscoll’s strawberries. It combined sampling, lifestyle activations, national media coverage, and retail media partnerships, headlined by high-profile lifestyle moments such as a Bondi Beach pop-up and a Moonlight Cinema Romance Week sponsorship where 3,500 premium samples were handed out during each activation.
MOYA judges were impressed by the way the campaign identified ways to take tastings to another level and get consumers to associate Driscoll’s strawberries with new experiences. They also acknowledged its ability to effectively drive sales and secure a price premium.
“We were clear on what we wanted Sweetest Batch to represent — a premium, sweet, indulgent berry that felt like a genuine reward in someone’s day. That positioning anchored everything we did,” said Gabauer.
“The success stemmed from staying laser-focused on that core idea and bringing it to life consistently across every touchpoint – from the product itself to the creative, to how we showed up in-store, and through to sponsorships and experiential activities. Sweetest Batch resonated because it wasn’t just a campaign – it was a complete brand experience. And the results reflected that.”
Produce Plus Editor Liam O’Callaghan said the campaign was a worthy winner: “Well done to Sonia and Driscoll’s Australia. Berries is one of the most exciting categories in fresh produce at the moment and this campaign is a testament to how marketing can be used to elevate a high-quality piece of fruit to another level.”
IFPA ANZ managing director Belinda Wilson shared her congratulations: “Congratulations to Sonia Gabauer and the Driscoll’s Australia team on an exceptional campaign that redefined fresh produce marketing and brand activation. By turning Sweetest Batch Strawberries into a premium lifestyle experience, they delivered cultural cut-through and outstanding consumer engagement.”
The Sweetest Batch Strawberries Campaign was chosen from a strong field of three finalists which also included:
• Elyse Allum, Hort Innovation – Australian Bananas ‘Banana Gym Pass’
• Sally Burtonwood, Zespri International – Healthier Ways
The finalists presented their campaigns as part of the Seeka MOYA Finalist Showcase at Hort Connections on 6 June.
A keynote interview with 2025 Seeka MOYA winner Sonia Gabauer will be featured in the Spring edition of Produce Plus Magazine along with coverage of the Finalist Showcase.
