WATSONVILLE, CA - Driscoll’s “Pursuit of Flavor” miniseries is already paying off big for the mega berry company, with the latest data showing it may be soon breaking its own records for engagement. So far, the miniseries has grabbed upwards of 116 million impressions and over 2.1 million views during its just under 10-week run. 

“Driscoll’s consumers trust our brand promise of Only the Finest Berries, and the miniseries allowed us to share the stories behind the art and science of growing great tasting berries,” said Frances Dillard, Director of Marketing and Global Brand Lead.

Diving further into the data Driscoll’s shared with us, it looks like mobile users (looking at you, fellow millennials) are the primary viewers of Pursuit of Flavor. Over 70 percent of views occur on mobile devices and from women between the ages of 25 and 44. The company noted that this demonstrates that the miniseries resonates with the core berry shopper demographic.

Also noteworthy is that 208 million of those views have been watched 100 percent to completion—no easy feat when launching a long format miniseries with run times ranging from 03:47 to 05:10. The episode on Driscoll’s blackberries has the highest average view duration.

At 600 thousand views, Driscoll’s episode on raspberries is currently the most-watched episode and has driven the highest rate of earned views. After watching this episode—the story of Driscoll’s breakthrough raspberry variety, patented as Maravilla—32 thousand viewers went on to watch a second.

“Video is a cornerstone of our digital strategy, and our 2.1MM views of the miniseries to date affirm that this medium, when coupled with the power of the most recognized brand in berries, makes for a winning combination to reach and engage our consumer base,” Diane Scalisi, Senior Digital Marketing Manager added.

Want to see more on this video series? Check out our exclusive article with Fran, Diane, and Gavin Sills, Global Plant Breeding Director, to learn even more berry goodness.

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