Watsonville, Calif.-based Driscoll’s has launched its latest digital projects to help inform consumers about the brand’s high-flavor strawberry options.
The digital elements, including its Berry Patch Sensory Wheels and a collection of “Specialty Strawberry Mini Sets,” were timed with the return of Driscoll’s seasonal premium offering and brings the brand’s promise of providing “Only the Finest Berries” to life through custom, creative, shareable online content, according to a news release.
Driscoll’s new content aims to drive awareness for its premium collection and reinforce the differences between each of its premium berries, including Tropical Bliss, Sweetest Batch and Rosé Berries, the release said.
Driscoll’s is the first fresh berry company to offer three very different, high-flavor strawberries mapped to a proprietary sensory wheel, the release said. Driscoll’s Berry Patch Sensory Wheels are the first of its kind in the berry industry designed to capture the full sensory spectrum of tasting any of Driscoll’s berries, according to the release.
The Driscoll’s Strawberry Sensory Wheel, which launched in May with the launch of the new Tropical Bliss berries, helps Driscoll’s ability to communicate flavor to its berry consumers, and highlights the brands continuous pursuit of flavor.
“As the leading berry brand, Driscoll’s is always looking for the next opportunity to innovate, and we knew we wanted to reach consumers digitally in launching this summer’s premium, high-flavor berries,” Ashley Capurro, digital marketing manager, said in the release. “The consumer response to our summer content has been incredible and we’re pleased to share both educational and compelling content through our digital platforms.”
Driscoll’s latest digital content launch will go live in early September on the brand’s social media channels, including Instagram, YouTube, Facebook and Twitter, the release said.
For its take on the miniature art trend that has dominated social media for many months, Driscoll’s created three “Mini Moments of Sweetness” that transport its premium berries to their own miniature getaways for a sweet escape from the ordinary, the release said.
“We knew we wanted to tap into both the latest trends and our expertise in berries to successfully launch our premium berries through our owned channels and educate consumers about the berries’ flavor profiles in a fun and engaging way,” Evelyn Martinez, digital marketing specialist, said in the release. “We’re excited to see how consumers interact with the Specialty Strawberry Mini Sets content on our channels, as the new digital assets are all meant to be shared with friends and family.”
The release said Driscoll’s has paired the launch of the Berry Patch Sensory Wheels and Specialty Strawberry Mini Sets with the official launch of a brand TikTok channel, which will feature educational, inspirational and entertaining content.
