Driscoll’s ‘Seasons Finest Berries’
What do you do when Australia’s largest berry business partners with an American icon?
Background
Driscoll’s has been around in the US since 1904 but was only introduced to Australian markets in 2010 when it partnered with Aussie firm Costa. It was a good match. Costa is Australia’s largest grower, packer and marketer of premium quality fresh produce and grows berries in NSW, Queensland, Western Australia and Tasmania. We needed to help consumers know who this new producer was and how good they were.
How we helped – an in-store sampling approach
We started in-store, with demonstrations Australia-wide in the grocery channel. Initially we rolled out taste sampling of the new Driscoll’s Seasons Finest Berries in Coles and Woolworths. We also created sampling at the point of sale that could be used all year for Driscoll’s range of berries (raspberries, blueberries, strawberries, blackberries) and provided roaming and static options for in-store sampling. The client monitored the success through weekly reporting which included valuable shopper insights.
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