VMLY&R's initiative led to a photographic campaign for the berry brand, showcasing real and diverse families sharing precious moments along with Driscoll’s berries
Led by VMLY&R, new campaign 'Sweetness Worth Sharing' for Driscoll’s launches this week. The campaign encourages people to tap into the joy they feel when sharing and enjoying something as simple as fresh berries.
Driscoll’s and VMLY&R turned the production limitations imposed by the pandemic into an opportunity to refresh the brand’s approach to lifestyle photography. Instead of a standard remote shoot with professional talent, the team engaged five professional photographers, including a husband and wife team, to capture their own families sharing and enjoying Driscoll’s berries over a three-week period. The result was a new library of lifestyle assets showcasing real and diverse families sharing precious moments along with Driscoll’s berries.
This approach enabled a more authentic creative direction, capturing real families who align with the brand’s core audience segments. Ultimately, over 7,000 photos were produced in intimate family moments, resulting in a significant new asset library that the brand hopes consumers will relate to.
Additionally, five films and various cut downs were produced for the campaign, complementing the lifestyle photograph assets. The work captures authentic slices of life from real families that reflect the happiness in everyday moments, like a father and daughter making a sweet evening treat or a parent and baby embracing a memorable mess. Driscoll’s and VMLY&R teamed up with director Marcus Tortorici and Voyager. The output resulted in a number of film assets cut down to several 30, :15 and six-second-long videos, which will run on Facebook, Instagram, Pinterest and YouTube. The :30 cut will also be running across connected TV.
Leveraging its one-of-a-kind research and development team dedicated to superior flavour, the campaign name, 'Sweetness Worth Sharing', pays tribute to Driscoll’s constant pursuit of delivering the most flavoursome berries, while also highlighting the sweet joy shared in moments spent together.
“Driscoll’s continues our brand journey to expand beyond our functional promise of a great tasting berry,” said Frances Dillard, senior director of brand and product marketing at Driscoll’s. “Sweetness Worth Sharing showcases sweet, everyday sharing moments that underscore the emotional connections that our berries spark.”
Eric Baumgartner, executive vice president, VMLY&R West, added: “VMLY&R is always excited for the opportunity to work hand-in-hand with the team at Driscoll’s to revolutionise the way a brand engages with consumers. The 'Sweetness Worth Sharing' campaign is about getting to the heart of what makes Driscoll’s so special.
VMLY&R has been working with Driscoll’s since 2018. The campaign will be running across Driscoll’s social channels and on connected TV from this week.