In the Marketing Vanguard podcast episode, Frances Dillard discusses her impactful journey from marketing Barbie to becoming the VP of Marketing at Driscoll's. Under her guidance, the company has become the No. 2 food brand in retail by doubling its size every five years. Dillard highlights Driscoll's commitment to berry development and flavor sophistication, positioning the brand effectively in a competitive market. Furthermore, she elaborates on the 'One Family, One Earth' sustainability campaign, which aligns with consumer demands for transparency and sustainability, particularly among Gen Z.
In a world of commodities, Driscoll's differentiates itself through proprietary berry development and a flavor sophistication that rivals the wine industry.
Our motto here is 'follow the berries,' and we focus our resources where the best berries will be available, reflecting our brand's commitment.
The 'One Family, One Earth' campaign highlights our dedication to sustainability and transparency, which resonates with Gen Z consumers and aspiring talent.
Frances Dillard emphasizes that beloved brands with a woman focus are key to driving purchasing decisions, drawing on her experience from Mattel to Driscoll's.
Collection
[
|
...
]