Fruit growing co-operative Berry Gardens has partnered with Olympic champion Jessica Ennis-Hill for the second year to encourage consumers to choose specific British berry varieties for health benefits.
Ennis-Hill will encourage consumers to actively choose Berry Gardens’ specific varieties, Driscoll’s Maravilla Raspberries, Driscoll’s Victoria Sweet Blackberries, Driscoll’s Zara Strawberries and British Blueberries, as part of their healthy eating plans.
More Than Taste, launched in 2021, is a six-figure fully integrated campaign. According to the brand it is the biggest marketing investment ever seen in the British berry sector.
The campaign will include promotions, digital advertising, OOH advertising, in-store sampling, experiential, social and influencer activity and PR with Ennis-Hill.
“Last year’s campaign had a clear effect both on sales and on how retailers view our category,” said Nick Allen, CEO at Berry Gardens. “We’ve been shortlisted for or won almost a dozen marketing awards for it and are delighted to be able to extend the campaign for the 2022 season.”
Rob Harrison, commercial director at Berry Gardens, added: “We believe we are twisting the entire fresh category in terms of consumer interaction and hopefully with Dame Jessica’s endorsement we can help recruit the next generations of berry consumers and make a real difference to the nation’s health and wellbeing in the process.”
Ennis-Hill said: “I’m delighted to be back for a second year helping to get Brits eating delicious, healthy berries. Whatever kind diet you follow – carnivore, flexitarian, pescatarian, vegetarian or entirely plant-based – healthy British berries really must be a pretty regular part of it. Talking of being regular, the fibre in blackberries even helps with that!”
The brand claims that with the government’s new HFSS rules and regulations coming into force this year, awareness of the need to eat healthy and unprocessed food will increase.
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