Driscoll’s has been pleased with the response to its #BerryTogether campaign, from social media engagement to marketing awards.
Its signature video of passersby interacting with a 3-D picnic scene has garnered more than 5 million views, according to a news release.
The campaign was a finalist for an OMMA Award, and it was also recognized by the MarCom Awards.
From MarCom, the 3-D picnic and video of the picnic both earned platinum-level awards, and gold-level awards were given for the overall #BerryTogether campaign, landing page and curation of consumer social media posts for the Driscoll’s website.
The company is currently running an Instagram and Twitter promotion in which consumers can use the hashtags #BerryTogether and #Sweepstakes — accompanying a photo of them with berries — for the chance to win a KitchenAid mixer, a baking set, and berries for a year.
Thousands have entered the contest, according to the release. Millions have visited the #BerryTogether landing page, and it has gotten broad exposure in a variety of media outlets and from numerous bloggers.
“#BerryTogether is part of our long-term strategy to capture the strong emotional drivers of why people prefer to eat fresh berries compared to other popular fruits and vegetables,” Frances Dillard, director of marketing and global brand lead, said in the release. “In the four short months since we launched the campaign, it has been incredibly rewarding to see our strategy has resonated with our brand advocates.”