Maja Pawinska Sims 17 Aug 2023 // 4:26PM GMT
LONDON — Driscoll’s, the global market leading supplier of fresh strawberries, blueberries, raspberries and blackberries, has appointed Sunny Side Up as its first UK communications agency.
Founded in California, Driscoll’s supplies branded berries across the US, mainland Europe, the Middle East and Asia, with growers spread across the regions.
Sunny Side Up has been tasked with handling communications strategy, creative and implementation across UK corporate, trade, product and brand communications. The consumer-facing work is likely to include media relations, influencers, events and experiences to help Driscoll’s build the brand in the UK.
The scope of work for 2023 will focus on launching the Driscoll’s brand into the fresh aisles of UK retailers, and launching its market-leading paper punnets, which remove more than 90% of plastic from standard plastic punnets and are being trialled in a number of retailers.
At Sunny Side Up, the account will be led by founder and strategy and creative director Nick Woods and account director Nikita Takhar, reporting into Driscoll’s marketing and communications manager, Isla Haslam, who said: “Sunny Side Up have worked in the fresh aisle for several years and understand our strengths, threats, and enormous opportunities.
“They understand our business across corporate, trade and consumer audiences and I’m delighted we’ll be working together, dreaming up evermore creative ways to get our delicious, multi-award-winning, beautiful berries into more people’s hands and mouths.”
In the same sector, the agency has worked with UK berry and stone fruit production and marketing group Berry Gardens. Woods added: “We have been shortlisted and won awards more than a dozen times in the last few years for our work with Berry Gardens and are, of course, delighted to now be partnering with Driscoll’s.
“There aren’t many times you get to launch a global brand into a market, to launch the first brand into an own-label aisle, and to launch a revolutionary new, sustainable form of packaging into an aisle crying out for it. We’re excited to do all three this summer. The fact it’s for a product which is also the opposite of HFSS [high in fat, salt and sugar], is natural, un-processed and completely delicious is even better."