The U.S. Highbush Blueberry Council (USHBC) has launched “Blueberries Go Big,” a new marketing campaign that it says evokes an emotional connection to the fruit in two different scenarios that show the big things that can happen when consumers grab a boost of blue.
These scenarios play out in the campaign’s two ads that celebrate how the small and simple blueberry packs huge benefits in each bite or handful, according to a release.
A Better Way To Snack
The BIG Time Snack
USHBC says Blueberries Go Big is debuting via a comprehensive paid media campaign directed to a targeted audience of 18 million blueberry consumers. The campaign includes programmatic display, online video, audio, connected TV, paid social, paid search and more.
Expected to reach millions of consumers, a TikTok TopView campaign on July 29 offers a behind-the-scenes look at one of the ad’s big stunts. USHBC says it is also partnering with influencers to demonstrate how blueberries “go big” for content creators in their own ways.
“Our new campaign illustrates the many benefits of blueberries, including health as foundational message, while also giving more air time to attributes like the great taste and easy-to-eat benefits that we know are important to our consumer but are not always focused on as much,” says Kevin Hamilton, USHBC vice president of global marketing and communications. “‘Go Big’ helps us tell a story that connects to our consumer more emotionally and highlights the better-for-you snacking opportunities around our fruit.”
USHBC works to increase demand for blueberries across all channels through marketing promotions, research and resources, all while empowering the industry to make blueberries the world’s favorite fruit. Working with Schafer Condon Carter, USHBC’s partner agency for brand and consumer marketing, the Go Big platform is the next phase in the continuous evolution of blueberries as a brand, the release says.
To learn more about the strategy and work behind the campaign, as well as USHBC’s comprehensive marketing and promotions programming, blueberry industry stakeholders are invited to attend The Blueberry Convention, Oct. 8-10, in Seattle.
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