There’s a lot of competition in the berry world. Raspberries, loganberries, strawberries, blackberries, blueberries, all compete for love during their growing seasons.
The little purple-blue blueberry gets its time in the spotlight in the middle of summer, since July is National Blueberry Month. To celebrate the versatile berry, the U.S. Highbush Blueberry Council (USHBC) has launched a new marketing platform designed to grow consumer demand and drive more households to enjoy blueberries every day.
Blueberries are known for their health and convenience and mostly eaten at breakfast. This campaign goes beyond the cereal bowl to prove that blueberries actually make for better snacking on the go. Popping a few blueberries can deliver flavor and nutrition at any time.
Working with SCC (Schafer Condon Carter), the independent agency that was named USHBC’s agency partner following a competitive review last year, the Blueberry Council has developed a new rallying cry: “Blueberries Go Big.” And it is debuting the platform this month via a multimedia campaign.
The campaign includes video, social, search, influencer and more. There will also be a TikTok Top View takeover. The ads play up blueberries snackability in a variety of situations, from recreational sports to workout recovery.
In one video, a dad is on a mission to bring blueberry snacks to his soccer-playing daughter, running with sprinters and utilizing a skateboard deftly, as a voice over says, “Take halftime snacks to the next level.”
A second video shows folks at a health club recovering from their workouts, with one guy choosing a refreshing blueberry smoothie over tasteless energy drinks. The announcer says, “Shake up your recovery routine.”
Both films end with the rallying cry, “Discover a better way to snack. Blueberries. Go Big.”
“We like to think of blueberries as a challenger fruit. So we embraced our mindset as a challenger agency to bring that same competitive, bold spirit to the campaign. Yeah, blueberries are small, but don’t let their size fool you. Rather, like the campaign’s rallying cry, ‘Blueberries Go Big,’” said Craig Miller, Chief Creative Officer at SCC.
This is the Council’s first national campaign under new marketing leads Kevin Hamilton and Inez Be.
“Blueberries have always been celebrated for their health benefits. Our new campaign shifts the conversation from ‘should’ to ‘want’ by positioning blueberries as an effortless lifestyle staple woven into the fabric of American culture,” said Kevin Hamilton, VP of Global Marketing and Communications, USHBC.
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Kyle O’Brien is managing editor of Indie Agency News.
