Traditionally berries have been sold against taste, and how they pair with cream, sugar and chocolate – they are a dessert food.
But to grow sales, we needed a new insight (an idea to unlock growth).
Ours was, like all the best insights, deceptively simple: berries are packed full of vitamins, minerals, antioxidants, anthocyanins and other goodies, so why cover them in ‘baddies’?
This led to a fully-integrated campaign, spearheaded by none other than Olympic and World Champion, darling of the 2012 games, female health entrepreneur and mum-of-two, Dame Jessica Ennis Hill.
Securing Jess was a win in itself given the rest of her portfolio but she loves our berries, eats our berries, feeds our berries to her kids and if she was going to partner with any food brand it had to be one as healthy and wholesome as Driscoll’s.
She is now the face of the paid media campaign we have run across Meta, Alphabet, JCD screens and retailer websites. Creative and media handled by Sunny Side Up.
Paid media has been supported by sampling both in-stores and at Hyrox and Turf Games, on-site shopper marketing, consumer events & experiences, selling to the trade at Barcode, re-writing the corporate website and even re-designing the corporate identity.
The full 360 campaign has led to healthy under-35s being the fastest rising group of berry buyers in the UK, increased sales across all Driscoll’s varieties and delivered a step-change in the perception of Driscoll’s among retailers.
Huge kudos to the whole SSU team for the energy, passion, commitment and results of this campaign which was genuinely disruptive and like nothing the soft fruit category has seen before.