Driscoll’s lands in Germany with its “Devoted to Delicious™” campaign, celebrating berries at their most indulgent and inviting.
Localized as “Leidenschaft für Lecker”, the initiative takes over the streets, stores, and digital channels of Berlin, focusing on strong visual impact and direct engagement with the public.
A wave of billboards takes over the city
The German capital is the beating heart of this first major brand activation in the country.
From April to May, 835 billboards were installed in Berlin’s busiest neighborhoods, putting Driscoll’s berries in front of thousands of eyes every day.
Mobile tastings and omnichannel visibility
The campaign stands out for its well-balanced mix of physical experience and digital storytelling.
In supermarkets, special activations are planned, while an exclusive press dinner is designed to engage journalists and key industry voices.
All of this is supported by a structured social media presence, designed to amplify the campaign’s reach online.
But the most original initiative comes from the berry bikes: branded bicycles that hand out free samples at iconic locations around the city, such as Mauerpark, Hackescher Markt, and Alexanderplatz.
A fresh, dynamic, and urban way to let people experience the product firsthand.
A high-impact debut
With “Devoted to Delicious™”, Driscoll’s delivers a campaign that goes beyond simple promotion: it’s a true statement of intent.
Through a creative and integrated strategy, the company brings its flavorful universe directly to the people.
The German version “Leidenschaft für Lecker” marks a decisive step towards a stronger presence in Europe.
Text and image source: Driscoll
