Driscoll's Sweetest Batch Strawberries

Sweetest Batch Strawberries are more than just your average strawberry, and Driscoll’s needed to make significant noise about their juicy and sweet offering.

‍

7.3m+

PR reach

Media coverage secured

4.4m

Cumulative social reach

7.3m+

PR reach

Media coverage secured

4.4m

Cumulative social reach

749k

Cumulative social reach

Our approach

Designed to raise awareness for Driscoll’s Sweetest Batch Strawberries, Theory Crew led a strategic blend of hero talent content and targeted earned media coverage.

With an underpin of TV moments driving the seasonal excitement, Theory Crew was able to boast significant consumer reach and social engagement across multiple channels, boosting brand exposure and that of its extra juicy and extremely sweet berry

‍

Results

Theory Crew secured an earned media reach of over 7.3 million, with 12 hits live across print, online, TV and radio. Of these, three segments on national breakfast programs (Weekend Today and Today Show) raised the bar on creative product placement tied together with brand spokespeople.

Hero talent content played a key role, with the authenticity of Liz Miu’s social creative gaining over 4.3 million views. Highly value-driven pieces of content, across TikTok and Instagram, have led to talks of a longer-term brand partnership, showcasing a first-class example of the valuable connection between influencer and brand.

‍