Berry Gardens, a nationwide berry grower co-operative, has joined forces with former Team GB star Jessica Ennis-Hill to promote its ‘More Than Taste’ campaign for the second year running.
The campaign will see the former Olympic gold-medallist promote Berry Gardens’ “specific varieties” Driscoll’s Maravilla raspberries, Driscoll’s Victoria blackberries, Driscoll’s Zara strawberries and British blueberries as part of a push to encourage healthier eating among the British public.
The co-operative has invested six figures into the fully integrated campaign and claims it is the “biggest marketing investment ever seen in the British fresh berry sector”.
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Following the success of last year’s marketing push, Berry Gardens CEO Nick Allen said: “Last year’s campaign had a clear effect both on sales and on how retailers view our category.
“We’ve been shortlisted for or won almost a dozen marketing awards for it and are delighted to be able to extend [it] for the 2022 season.”
The multimedia campaign is set to be rolled out across social media, online, physical display, experiential activities and influencer collaborations.
Jessica Ennis-Hill will spearhead the campaign’s PR, using her status as a former star athlete to highlight the benefits of healthy eating and notably the beneficial role berries can play in a balanced diet.
The Heptathlon star said that she was “delighted to be back for a second year helping to get Brits eating delicious, healthy berries.”
Berry Gardens commercial director Rob Harrison 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 well-being in the process.”
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