Campaign details

Brand: Driscoll's
Agency: Allison+Partners

Situation Analysis

This is the story of a how a simple pink berry became the must have, must taste summer treat and how a 100-year-old, family farming brand achieved cultural relevance with millennia consumers.

In a heavily commoditized industry, the challenge for Driscoll's, the fresh produce leader, is how to drive consumer demand and preference for its family of proprietary berries.

While Driscoll's is recognized for offering fresh berries year-round, competitors are able to offer the same access - working with publicly available varieties, including several new varieties.

Furthermore, Driscoll's has started to take on a new set of challengers: vertical growers who make use of large indoor facilities to test the limits for how genetically modified produce can thrive and be offered across seasons.