Watsonville, Calif.-based Driscoll’s recently debuted a new video miniseries called “One Family, One Earth,” which it said will bring consumers closer to its growers, harvesters and grocers and showcase a shared passion for berries, values around sustainability and a vision for growing communities.
The company’s new campaign is found at Driscolls.com/OneFamilyOneEarth.
“Our goal with this campaign is to build and deepen consumer brand trust and generate inspiration through transparent, credible and authentic storytelling,” Alejandra Sanchez, sustainability and social impact marketing manager for Driscoll’s, said in a news release. “The interdependence between agriculture, people and the environment is essential to our daily lives. The need to sustain and nurture these relationships becomes critical to our future. One Family One Earth demonstrates, that around the world, the individuals that make up the Driscoll’s family are building longevity for their farms, their communities and the earth.”
Driscoll’s said the “One Family, One Earth” series will consist of five docu-style short films intended to build stronger connections through storytelling. The films give consumers an inside look at Driscoll’s art of growing, its workforce, its environmental stewardship and its communities, the release said.
The company said it will highlight elements of its operations throughout the series to reinforce and promote its vision to enrich the lives of everyone who connects with Driscoll’s.
“The campaign will launch with a digital forward strategy that will initially focus on reach and engagement on our own website and social media platforms,” Jamie Bassmann, director of brand and digital for Driscoll’s, said in the release. “While our target audience is millennial moms, we’ve invested in consumer research to ensure our messaging and positioning will resonate with Gen Z, our future consumer. This group is gravitating towards brands that lead with their values. We’ll use paid media to measure brand affinity with our target audiences and ensure success.”
Driscoll’s said the new campaign honors the communities that participate in its longtime commitment to environmental stewardship and demonstrates the agricultural community’s steps towards advancing sustainability within the industry.
The debut of the “One Family, One Earth” campaign will initially feature two short films:
- “Making Waves” — Water, a shared and precious resource, must be managed responsibly to support the long-term viability of agriculture while ensuring local communities and the environment can thrive. In this episode, two growers from Watsonville showcase their unique approach to water stewardship and a shared vision to preserve water resources for their community and their families for generations to come.
- “Field Among Fields” — This film features one of Driscoll’s employees and independent growers, who together have created a safe space for kids to play soccer in the Pajaro Valley for the past seven years. The field is home to six teams including Pajaro Valley United. PVU has given opportunities for young women to pursue college scholarships and professional teams including the women’s Mexico National team. Driscoll’s works alongside local nonprofits, growers and employees to invest in the communities they call home through a series of grants, sponsorships and employee volunteer paid time off.
Driscoll’s originally launched its One Family campaign in 2019 to former a deeper connection with consumers and to highlight the people behind Driscoll’s berries. The company debuted this campaign with three docu-style short films: “The Farmer,” “The Harvester” and “The Grocer.” Over the past four years, the company said it built a strong foundational understanding and appreciation for how Driscoll’s operates and the thousands of lives that the business touches through these campaigns.
The company said this current iteration, “One Family, One Earth” highlights its environmental stewardship through a shared passion for berries.
Driscoll’s said it works with 900 independent growers around the world and this new campaign highlights the many ways its vision is realized through the power of its people, inclusive of independent growers, employees, harvesters and grocers. It said the campaign hopes to provide an authentic, credible and emotional storytelling platform and will showcase how it grows berries in harmony with the communities and environments it depends on.
