Schafer Condon Carter and US Highbush Blueberry Council Go Big for National Blueberry Month
Amid National Blueberry Month, the U.S. Highbush Blueberry Council (USHBC) is debuting a new marketing platform designed to grow consumer demand and drive more households to enjoy blueberries every day.
It’s also the Council’s first national campaign under new marketing leads Kevin Hamilton and Inez Be.
Blueberries are known for their health and convenience and are most often consumed at breakfast. What’s not known, however – or, at least, what’s not as top-of-mind as it should be – is that blueberries actually make for better snacking on the go. Along with their health and convenience benefits, blueberries are like nature’s candy: delivering flavor and a fun pop in your mouth at any time. Quite simply, when it comes to snacking, there’s a better way to do it.
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 advertising demonstrates blueberries snackability in a variety of situations, from recreational sports to workout recovery.
For example, in one video, we see a dad on a mission to bring blueberry snacks to his soccer-playing daughter as a voice over announcer says, “Take halftime snacks to the next level.” A second video shows folks at a health club recovering from their workouts. The announcer says, “Shake up your recovery routine.”
Both films end with the rallying cry, “Discover a better way to snack. Blueberries. GO BIG.”
Let’s take a look at these two new :30 videos from the campaign:
“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. “‘Blueberries Go Big’ allows us to tell a more emotional story that works across retail and foodservice to move us beyond the breakfast daypart.”
Added Craig Miller, Chief Creative Officer at SCC, “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.’”
CREDITS
“Blueberries. GO BIG”
Client: US Highbush Blueberry Council
Kevin Hamilton: VP Global Marketing and Communications
Inez Be: Director of Marketing
Agency: SCC (Schafer Condon Carter)
Craig Miller: Chief Creative Officer
Cristen Young: Creative Director
Barry Burdiak: Creative Director
Dennis Bannon: Executive Producer
James Brouder: Design Manager
Melissa d’Ouville: Executive Director Design
John Gallagher: Copywriter
Kourtany Katzen: Designer
Ben Behrman: President and CEO
Amy Cesta: Chief Client Officer
Allie Mayer: Account Director
Nicole Sullenger: Senior Project Manager
Joe Raser: Chief Strategy Officer
Dane McDonald: Strategist
Jack Hennessy: Executive Director Global Media
Chrystle Wellburn: Media Supervisor
Production
Production Company: Loica
Director: Martin Romanella
Executive Producer: Francisco Chaigneau
Editorial House: Morrison Edit
Editor: Steve Morrison
Effects: Loica
Mix: NoiseFloor LTD
Engineer: Jamie Vanadia
Color: Perceptual Color
Artist: Fred Keller
Music: The Elements Music & Sound, LA and 411 Music Group
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