Driscoll's launches first-ever global campaign for raspberries and blackberries, spotlighting fiber credentials
Add Fresh Fruit Portal to GoogleDriscoll's, the world's leading fresh berry brand, has launched its first coordinated global marketing campaign for raspberries and blackberries, spanning the United States, United Kingdom, Germany, Australia, and China. The campaign, built around the proposition "Naturally Sweet, High in Fiber," aims to close a significant gap between the nutritional reality of Rubus berries and consumer perception.
New U.S. consumer research commissioned by Driscoll's and conducted by Ipsos reveals the scale of the opportunity: while 89% of consumers agree that fresh fruit is a good source of fiber, only 19% selected raspberries and 21% selected blackberries when asked to identify the five fruits highest in fiber. In reality, a cup of raspberries contains 8 grams of fiber, and a cup of blackberries contains 7 grams, approximately 25% of the recommended Daily Value, according to USDA SNAP-Ed data.
"The opportunity is bigger than a marketing campaign," said Jiunn Shih, Global Chief Marketing Officer at Driscoll's. "We believe raspberries and blackberries have the potential to become a much bigger part of the everyday fruit bowl. Driscoll's has invested for years in breeding and growing great-tasting berries. Now we are investing globally in creating the consumer demand to match, starting with a powerful benefit that remains surprisingly undiscovered: fiber."
A single global idea, locally activated
The campaign's central creative platform, Naturally Sweet, High in Fiber, positions fiber not as a purely functional health message, but alongside one of the primary reasons consumers already choose berries: taste and enjoyment. The message invites consumers to recognize that they do not have to choose between flavor and nutrition.
Activation spans consumer communications, PR, social media, shopper marketing, and retail programs across all markets. While the core proposition remains consistent globally to create scale, executions are adapted to local consumer culture, regulation, retail environments, and media channels.
Driscoll's long-term investment in the category
The campaign is part of a broader, long-term commitment by Driscoll's to grow the raspberry and blackberry category. Driscoll's continues to invest in its breeding program, working with growers to develop varieties designed to deliver the flavor, quality, and eating experience that drives repeat purchase. The wider ambition is to move raspberries and blackberries beyond a premium niche, recruit new consumers, and build everyday consumption occasions.
For retail partners, the campaign also presents a category growth opportunity. Consumers already understand that fiber matters and associate fresh fruit with it broadly. Increased awareness of the berry category's nutritional credentials has the potential to drive incremental household penetration, purchase frequency, and basket size by helping shoppers reconsider which specific fruits deliver fiber best.
*All images courtesy of Driscoll's
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