Driscoll’s 3D Berry Picnic Mobile has been launched in time for International Picnic Day, which the brand says kicks off the next phase of its #BerryTogether campaign, starting with a tour through Minneapolis-St. Paul. This picnic basket on wheels will deliver shareable treats to Twin Cities residents all summer long.
As the raspberry consumption capital of the U.S., according to syndicated category data reported by The Nielsen Company,* Driscoll's says the Twin Cities market is the perfect location to launch the campaign.
“Driscoll’s #BerryTogether campaign continues to build emotional brand differentiation across multiple integrated touchpoints,” said Frances Dillard, senior director of brand and product marketing. “Flavor is the core purchase driver for berry consumers. By combining our powerful brand promise of Only The Finest Berries™ with an emotional marketing strategy of connecting summer picnic moments, we have a winning brand experience.”
“Our multi-sensory experiential activation in more than 50 locations throughout Twin Cities summer picnic season will bring loved ones together over fun games and a berry-centric menu of summer dishes, including refreshing blueberry mint lemonade, raspberry vanilla popsicles and an indulgent chocolate berry skewer,” says Jamie Bassmann, senior brand marketing manager. The Berry Picnic Mobile’s full Twin Cities tour schedule can be tracked online and includes stops like the Minnesota State Fair, Grandma’s Marathon, and Twin Cities Marathon.
The #BerryTogether campaign also includes a creative in-store branded destination designed as a giant picnic basket filled with fresh berries. “Merchandising fresh berries in the front of the store in refrigerated cases has proven highly successful in driving sales,” says Kim Allen, senior channel marketing manager. “This year, we are taking the branded destination to the next level with a creative approach to the picnic theme to connect back to the berry mobile experience. A handy tote designed as a picnic basket was created to carry and drive multi-berry purchase.”
For more information:
Hannah Rosenthal
Ph: +1 (646) 428-0669
driscolls@allisonpr.com
www.driscolls.com