In a bold move rarely seen in the fresh produce aisle, Good Natured Berries has spectacularly launched its rebranded range at Morrisons Dundee — complete with bagpipes, a pop-up pick-your-own farm, and immersive sampling experiences.
This isn't just a berry launch — it's a theatrical activation designed to shake up category conventions and reignite consumer excitement for fresh produce.
As the first punnets of Good Natured Berries landed in-store, a traditional Scottish bagpiper led a ceremonial procession, piping in the fruit with passion and pride. Shoppers arriving at the store were greeted by a full 'pick-your-own' farm experience at the entrance — a rustic, hands-on installation that brought the joy of berry-picking directly to the retail environment.
Inside the store, customers were invited to taste the berries for themselves, reinforcing the brand's bold belief that "tasting is believing." The launch campaign merges storytelling, sensory experience, and local culture — delivering a model of guerrilla marketing seldom seen in the produce industry.
Jill Witheyman, Head of Marketing at Good Natured Berries & self-declared Berry Queen, commented:
"There's an energy in FMCG marketing that fresh produce often misses — and we wanted to prove it belongs here too. This launch was designed to create theatre, surprise, and emotional connection at shelf level. It's not just about premium berries; it's about making people feel something when they pick them up."
Now rolling out across Morrisons stores in Scotland, the newly rebranded Good Natured Berries are rooted in quality, sustainability, and standout flavour. Backed by 20 Degrees, the brand behind Pink Lady and Tenderstem, and powered by Scottish grower Angus Soft Fruits, this relaunch marks a category evolution rather than a seasonal update.
Combining premium produce with bold personality, Good Natured Berries aims to drive loyalty, disrupt the norm, and inspire the industry to think differently about what's possible for fresh fruit marketing.
For more information:
Jill Witheyman
Good Natured Berries
[email protected]
www.goodnaturedberries.com