Driscoll's promotes health benefits of berries with tasting campaign in HK

Driscoll’s, the global fresh berry brand, is sharing the flavours and health benefits of its Rubus berries with consumers across Hong Kong.

Also known as Driscoll’s Asia Rubus, the campaign aims to connect Driscoll’s Rubus with a broad target audience by introducing Driscoll's berry products, especially raspberries and blackberries, to Asian communities for tastings. This includes educating consumers about Driscoll’s rich heritage and the extensive health benefits of the berries. 

From 30 November until 8 December, a Driscoll’s mobile truck will traverse the city to introduce and offer tastings of its naturally bred, hand-harvested raspberries and blackberries. 

The campaign targets young females and families who are health-conscious, prioritise well-being, or have an interest in health and wellness. 

A concurrent social media campaign will also offer participants the chance to win a week’s worth of Driscoll’s fresh berries. 

Followers of the @DriscollsAsia Instagram account who visit the truck are eligible to receive one cup of berries. Those who post about the berries and their health benefits with the hashtags #DriscollsAsia #DriscollsHongKong #DriscollsBerries and #OnlyTheFinestBerries while also tagging Driscoll’s will be entered in a drawing to win a week’s supply of Driscoll’s berries.   

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Driscoll said the brand wishes to reach its target audience as much as possible through various channels and mediums to cover both in-store and out-of-store.  

In addition to developing its own channels, the brand is also exploring collaboration with other brands and partners that share the same audience. “For example, we are providing product samples to KOLs for their feedback and create content that sparks conversations around sharing berry joy and their health benefits. We are also working with yoghurt brands to extend sampling at their outlets and channels in Singapore and Indonesia.” 

In Hong Kong, the campaign is done in partnership with Plug and EVENT ELITE; whereas in Singapore, Driscoll works with Gloo and AdsOn in Malaysia. Meanwhile, the digital efforts of the campaign are supported by Grey Alchemy. 

“Driscoll’s berries are a delightful, wholesome treat, perfect for adding a touch of holiday magic to any meal,” said Andy Suh, senior director of Driscoll’s Asia. “Whether you’re enjoying them on their own or as part of your favourite recipes, our blackberries and raspberries bring the best flavour and health benefits to the table this festive season.” 

Since 1904, Driscoll’s has strived to bring the freshest berries to every corner of the globe. With over a century of expertise, From innovative farming techniques to advanced breeding methods and a meticulous cold-chain delivery system, the brand ensures that every raspberry and blackberry arrives at its peak freshness.  

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