British Summer Berries

British Summer Berries

The happiest fruit

The happiest fruit

Services: Strategy  |  Research  |  Sound

Services: Strategy  |  Research  |  Sound

THE HAPPIEST FRUIT

86 per cent of people said just thinking about a strawberry makes them happier.

86 per cent of people said just thinking about a strawberry makes them happier.

British Summer Berries are the industry body representing 95% of all British grown berries in UK supermarkets.

They wanted to get people loving British Strawberries in the run up to the season. We were asked to uncover some PR’able claims that they could use for their campaign.

Our aim was to find out what emotional associations us Brits have with the fruit.

 

To discover if there were any collective, cultural memories that Strawberries conjure up more than any other fruit.
And to find out what other sensory associations there are – what sounds, smells, textures etc. are linked with these emotional memories.

This would give their PR agency a scientifically proven insight around which to design a campaign. One that would engage people emotionally and enhance perception.

strawberry

FORGET STRAWBERRIES AND CREAM,
IT'S STRAWBERRIES AND FRESHLY CUT GRASS

FORGET STRAWBERRIES AND CREAM,
IT'S STRAWBERRIES AND FRESHLY CUT GRASS

Research began online. Participants were asked to imagine the taste of different fruits, and then answer questions designed to measure their emotional response.

Then people were shown images of different fruit and asked to respond with memories and associations. What activities, times, places etc. were brought to mind when they saw
the picture?

After initial insights were gathered, we moved into lab testing. Collaborating with Prof. Barry Smith at the University of London, we had participants eating strawberries, bananas and apples, and responding emotionally. We had people listening to soundscapes of different environments and smelling aromas, all based on some of the associated memories we had uncovered from the online phase.

Research began online. Participants were asked to imagine the taste of different fruits, and then answer questions designed to measure their emotional response.

Then people were shown images of different fruit and asked to respond with memories and associations. What activities, times, places etc. were brought to mind when they saw the picture?

After initial insights were gathered, we moved into lab testing. Collaborating with Prof. Barry Smith at the University of London, we had participants eating strawberries, bananas and apples, and responding emotionally. We had people listening to soundscapes of different environments and smelling aromas, all based on some of the associated memories we had uncovered from the online phase.

After the study, we landed on a wonderful insight:

STRAWBERRIES ARE THE HAPPIEST FRUIT.

Strawberries are the fruit that people most associate with happiness and long summer days. And even just the smell of them brings back those warm summery feelings. Bananas and apples, on the other hand, make people think of a rushed snack grabbed on the run.

The places and situations we most associate with Strawberries were Summer garden parties and picnics in the park. When these environments were recreated with sensory stimulus (sounds or aroma),  participants reported feeling happier, rating the experience as more enjoyable, and the strawberries as fresher and more flavoursome.

After the study, we landed on a wonderful insight:

STRAWBERRIES ARE THE HAPPIEST FRUIT.

Strawberries are the fruit that people most associate with happiness and long summer days. And even just the smell of them brings back those warm summery feelings. Bananas and apples, on the other hand, make people think of a rushed snack grabbed on the run.

The places and situations we most associate with Strawberries were Summer garden parties and picnics in the park. When these environments were recreated with sensory stimulus (sounds or aroma),  participants reported feeling happier, rating the experience as more enjoyable, and the strawberries as fresher and more flavoursome.

SPREADING THE WORD

We teamed up with top chef James ‘Jocky’ Petrie, head chef at the Ledbury, to create a special sensory dish using the insights from the research – a strawberry sandwich with wheatgrass and white chocolate, accompanied by the summer party soundscape from our lab study.

British Summer Berries used strawberry aromas and evocative soundscapes that immediately triggered those happy summer feelings across selected outlets to promote the Summer’s bumper harvest.

The activities and claims generated buckets of PR, with articles across publications such as Mail Online, the Telegraph, the Grocer, and mentions on TV and radio.

DailyMail, Strawberries are the happiest fruit
Next project TSB

Creating a warmer welcome
through aroma and sound.
Bringing new life to retail.

 

GET IN TOUCH

GET IN TOUCH

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

+44 (0) 203 6270 621
10 Marshalsea Road, London, SE1 1HL
listen@condimentjunkie.co.uk