Watsonville, Calif.-based Discroll’s is capturing authentic family “slice of life” moments with the launch of its Sweetness Worth Sharing promotion.
The new program pays tribute to Driscoll’s pursuit of delivering flavorful fruit and highlights the joy shared in moments spent together enjoying Driscoll’s berries, according to a news release.
“Our latest campaign continues and builds on our brand journey to promote emotional connections through shared experiences,” Fran Dillard, senior director of brand and product marketing, said in the release.
“Sweetness Worth Sharing takes Driscoll’s beyond the functional promise of a delicious berry and allows us to connect with our consumers on a special and emotional level.”
Driscoll’s partnered with five photographers and their families for the campaign, according to the release. The program’s visual elements present a diversity of backgrounds, capturing real, at-home moments that illustrate the notion of Sweetness Worth Sharing. In addition, Driscoll’s created five video vignettes centered around simple, joyful moments of sharing berries, according to the release.
“Our campaign approach offered a creative solution to the challenges presented when creating content while adhering to social distancing guidelines,” Jamie Bassmann, senior brand manager, said in the release.
“The resulting photos and videos depict genuine, emotional moments at home capturing how families experience Sweetness Worth Sharing.”
Driscoll’s, according to the release, will engage consumers with calm, sweet storytelling that illustrates Sweetness Worth Sharing with exclusive social media content, giveaways for Driscoll’s fans, new recipes with brand partners and more.
“What the consumer experiences with this campaign is completely based on the real emotion and connection our team tapped into,” Diane Scalisi, senior digital marketing manager, said in the release.
“Our hope is to inspire others to engage in simple acts of sharing to create a positive change in perspective, which we’re all so in need of these days. We’re calling upon the millions in our digital community to spread positivity by activating in real life and online with the hashtag #SweetnessWorthSharing.”
To learning more about the campaign, visit www.driscolls.com/SweetnessWorthSharing.
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