Watsonville, Calif.-based Driscoll’s is bringing back its Berry Mobile tour to the Northeast this summer.
With 21 planned stops — including New York, Boston and Washington, D.C. — the tour brings to life Driscoll’s “Sweetness Worth Sharing” campaign, offering berry lovers an opportunity to create memories and form special moments of connection, according to a news release. The branded experience will include free berry treats as well as interactive elements.
“Driscoll’s ‘Sweetness Worth Sharing’ campaign was inspired by human connection and the unique ways we create memories in small, everyday moments,” Jamie Bassmann, director of brand and digital marketing for Driscoll’s, said in the release. “The Berry Mobile not only provides a deeper more memorable in-person brand moment, with two-way conversation, but when overlayed with a digital and social media strategy, we are able to increase our reach and impact of our investment. Experiential brand marketing can be thought of as the easiest, turnkey solution for reaching millions of berry consumers, in-person, with a tasty and memorable brand experience.”
A strategic focus on priority markets was placed for cities in the Northeast, Driscoll’s says. The Berry Mobile will be centrally positioned at highly attended community gatherings, mainly in New York and Boston, with 12 new events for 2024 — an expansion that is anticipated to increase total attendance by 39%, according to the release.
The experience will feature free berry sundaes and berry bowls served from Driscoll’s Berry Mobile, the release said. The setup will also offer cornhole, a giant four-in-a-row game and an on-site mailbox where attendees can share the experience via postcard. Attendees will be encouraged to post their memories with the Berry Mobile on social media and tag the brand.
The Driscoll’s website features a list of all the tour stops scheduled until the end of September.
“This summer, we added more stops to the Berry Mobile’s tour schedule to share the unparalleled joy that comes with eating fresh, delicious berries,” Hannah Cannon, brand marketing specialist for Driscoll’s, said in the release. “Taking a regional approach in our top markets with high brand awareness will open the door to events within a day’s drive that can provide not only a larger pool of events to choose from, but also allows a presence in multiple markets. In its larger-than-life yellow and joyful berry icons, the Berry Mobile will be hard to miss and impossible to resist.”
