Driscoll’s has officially launched its brand in the UK, two years after the Californian-based global soft fruit giant acquired Berry Gardens Limited, the sales, packaging and distribution arm of co-operative Berry Gardens Growers Limited.
Focusing on London, the new campaign, which is being run by marketing agency And Rising and brand consultancy Tomorrow Brands, includes billboards, sampling and what is described as ‘a fruit-gifting installation in Brick Lane.’ A Driscoll’s bike will also pop up in key locations.
Driscoll’s marketing manager Isla Haslam, commented, “At Driscoll’s, we are passionate about delivering the juiciest and freshest berries to our consumers. The ‘Devoted to Delicious’ campaign is not only a celebration of our heritage and our dedication to flavour innovation, but also a significant moment as we officially introduce Driscoll’s in the UK.”
In a statement the company added, ‘As a pioneer in berry flavour and variety innovation with more than 100 years of heritage, Driscoll’s has built a global reputation for producing the finest berries. The “Devoted to Delicious” campaign aims to introduce UK consumers to the superior taste of the Driscoll’s Berry Patch, celebrating the joy of eating fresh, flavourful berries and heralding Driscoll’s arrival to the country.’
Driscoll’s-branded fruit punnets have previously been supplied to UK supermarkets by Berry Gardens Limited.