Driscoll's

Challenge:

Every summer, Driscoll’s sources from local farms but still loses ground to competitors who are simply perceived as "more local." We needed to close this perception gap.

Insight:

Strawberry picking is a quintessential summer experience that most Torontonians never get to have.

Idea:

Bring the joy of berry picking to the city by creating two key activations to transform a brand perception problem into an unexpected tangible experience.

Shopper Activation

1.Set up a handful of retro-fitted arcade claw machines in grocery stores.

2.Participants activate the claw through the QR code then grab a plastic berry, each with a Driscoll's berries coupon.

3.Hidden inside a select few are tickets to a private strawberry picking experience at a local Driscoll's farm.

Clawberry Activation

Set up a giant human claw in a high traffic area in Toronto, with several stuffed strawberries and black berries. Participants are strapped into a harness and have 30 seconds to grab as many stuffed berries as they can. Each berry equals a case of fresh local Driscoll's berries.

Driving Traffic To Stores

Garner attention and interest through billboards and transit shelters placed near independent grocery stores carrying Driscoll's.