Berry Gardens has a new, very familiar and health-conscious spokesperson for its six-figure More Than Taste marketing campaign: triple jump World Champion Dame Jessica Ennis-Hill.
Ennis-Hill is helping the UK’s largest co-operative of British berry growers pitch its blueberries and three varieties from Driscoll’s – Maravilla raspberries, Victoria Sweet blackberries and Zara strawberries.
Ennis-Hill is not only a former world champion but an Olympic champ plus commentator, entrepreneur and mum of two. More than most, she understands the power of healthy food choices, especially as Britons emerge from the COVID-19 pandemic.
“In Britain today, we have a job to do in encouraging people to make healthier food choices,” she said. “I am a huge advocate of being active but also of eating healthily and when it comes to snacking. Berry Gardens’ strawberries, raspberries, blackberries and blueberries are just delicious and good for you. They’re all low-cal, low-fat, low GI and great for you, whatever kind diet you follow whether full carnivore, flexitarian, pescatarian, vegetarian or entirely plant-based.”
The athletics star is believed to be the first ambassador for the British soft fruit industry. Berry Gardens is planning to utilize her clout and high-profile image in hyper-targeted digital advertising, OOH advertising, social and influencer activity and public relations.
“People in Britain have arguably never been more aware of the need to eat healthy, natural, unprocessed food as they are today, and our specific varieties of berries are packed full of vitamins, minerals, antioxidants and anthocyanins,” said Nick Allen, CEO of Berry Gardens. “Shouting louder about these benefits gives consumers another reason, beyond great taste, to buy [the berries] we’re proud to grow and supply. Jessica is the perfect ambassador to help us to do that.”
Rob Harrison, Commercial Director at Berry Gardens added: “We see a huge opportunity for us to grow the category, benefiting growers, retailers and consumers alike. We believe consumers are more invested in their health and wellbeing than ever and we should therefore help them choose and use our berries in a broader number of meals and occasions to support that goal.”