USHBC’s marketing campaign “Blueberries GO BIG” is strengthening the emotional connection between consumers and blueberries, showing how “a boost of blue” can inspire bigger moments.
The internationally awarded campaign targets 18 million blueberry consumers through video advertising, social media, connected TV, paid search and other channels. Since its launch, Blueberries GO BIG has generated more than 227.4 million impressions and a cross-channel reach of 27.4 million, exceeding initial goals.
Blueberries at the Formula 1 Miami Grand Prix
The next stop is the Formula 1 Miami Grand Prix in early May, where blueberries will take center stage through an on-site activation developed with People Inc.
During race weekend, a customized blueberry bar will be part of the event experience, offering blueberry-based snacks and beverages to influencers and celebrities attending the Grand Prix.
The activation is designed to bring blueberries into the cultural conversation and connect with younger audiences. Formula 1 has seen rapid growth in recent years, reaching a global fan base of 827 million people in 2025, up 63% from 2018, with younger fans, including Gen Z, playing a key role.
Content from the event will be shared across People, InStyle and the official @blueberries Instagram channel during the May 2-3 weekend.
Fonte: ushbc.blueberry.org
