Driscoll’s Summer of Sweetness Brings Fresh Brand Marketing Launches

Driscoll’s has launched its latest digital projects with the intention of supporting the brand’s high-flavor strawberries. The assets, including Berry Patch Sensory Wheels and a collection of “Specialty Strawberry Mini Sets” were timed with the return of the brand’s seasonal premium offerings.

“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,” said Ashley Capurro, Driscoll’s digital marketing manager. “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 is the first fresh berry company to offer three very different high-flavor strawberries mapped with a proprietary sensory wheel. Driscoll’s Berry Patch Sensory Wheels are the first of its kind in the industry and are designed to capture the full sensory spectrum of tasting a Driscoll’s berry. 

“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,” said Evelyn Martinez, digital marketing specialist, Driscoll’s. “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 new digital content launch will go live on the brand’s social media channels, including Facebook, Twitter, Instagram and Youtube. Driscoll’s has also created three “Mini Moments of Sweetness” to give its own take on the “miniature art” trend that has dominated social media. Paired with the launch of a brand new TikTok channel that will feature educational, inspirational and entertaining content, Driscoll’s social media portfolio intends to drive awareness for its premium collection and reinforce the difference between each of their premium berries, including Tropical Bliss, Sweetest Batch and Rosé Berries.