DRISCOLL’S AUSTRALIA

BRAND CAMPAIGN

DRISCOLL’S AUSTRALIA

Brief
Driscoll’s Australia is the market leader in fresh berries and proudly leads the way in berry genetics to continually improve farming practices delivering Only the Finest Berries™ Australia wide. Red Crayon was appointed by Driscoll’s Australia to develop their 2022/23 brand campaign. The Driscoll’s brand is known for their quality, our brief was to build emotional connection with the target audience to maintain market share during the competitive peak summer season.

Solution
A creative concept and messaging hierarchy was developed in collaboration with Driscoll’s Australia team – Life Tastes Sweeter™ with Driscoll’s Only the Finest Berries™. The creative concept saw various everyday moments and special occasions come to life through a series of video vignettes. Each story focuses on the sweetest little moments in life that are fleeting yet so special. The master brand ad is a full 30 second video which encapsulates the joy of celebration and family entertaining as we entered the festive season, whilst the shorter 15 second ads hero everyday moments of joy, indulgence, and cheekiness.

The concept was rolled out across a diversified range of assets including BVOD, Display, OOH, social and YouTube.

Result
The campaign was well received by the client, internal stakeholders and global counterparts. It was launched in November 2022 with great success and continues to run until February 2023. We’re looking forward to working Driscoll’s Australia on future campaigns.

Services
Campaign Strategy, Campaign Creative, Social, Copywriting, Video Production & TVC