Driscoll’s partners with Cupping Room for festive ‘Berrylicious’ menu in HK

Global berry brand Driscoll's has partnered with Hong Kong's specialty coffee roastery Cupping Room to launch a six-week seasonal “Berrylicious” menu. The initiative will run from 19 November to 31 December across all eight Cupping Room locations and align with the holiday season.

In conversation with MARKETING-INTERACTIVE, a Driscoll's spokesperson said that Cupping Room was selected for its widely acclaimed culinary craftsmanship and innovative spirit. 

“This collaboration offers a perfect platform to showcase how Driscoll's premium Rubus berries can be the star ingredient in sophisticated, festive creations. It allows us to connect with a new, influential audience that highly values both quality ingredients and exceptional culinary experiences, especially during the highly social festive season, offering a healthy indulgence option.”

As part of the partnership, Driscoll’s has reimagined its Rubus berries (raspberries and blackberries) into two exquisite desserts crafted by pastry chef Ricky Wong of La Viña, the rustic Spanish bakery under Cupping Room, and one seasonal beverage. 

While each of Driscoll's berries boasts its own consumer base, this campaign is primarily targeted at health-conscious young individuals who consistently prioritise health and wellness, added the spokesperson.

“Our goal is to drive consumer engagement within this demographic during the winter season by highlighting the versatility and inherent health benefits of Driscoll's berries, perfectly positioning them as a healthy indulgence during the festive period.”

In terms of marketing strategies, the spokesperson said the campaign has adopted an integrated, high-visibility approach. It commences with a media and KOL launch event designed to generate industry and influencer buzz. Complementing this, a special cooking class hosted by chef Wong will take place at La Viña Kwun Tong in December where participants will be guided to craft an 8-inch mixed berries tart entirely from scratch.

The spokesperson added that momentum will be sustained through ongoing collaborative social media content across both Driscoll's and Cupping Room channels. “The most impactful element is a one-week, full store wrap takeover at Cupping Room, where the venue becomes a visual showcase for the partnership. This immersive branding, along with the branded menu, guarantees maximum visibility and engagement with our target audience at the point of purchase.”

PR agency PLUG will be in charge of the brand's strategic communications, partnership development with Cupping Room, media outreach and the launch of the event.

Andy Byung-Yu Suh, vice president, sales and marketing, Asia markets of Driscoll's Asia said, "Our collaboration with Cupping Room is the perfect way to share berry joy with your loved ones this winter holiday season. Naturally sweet, delicious and nutritious, Driscoll’s berries lend an indulgent feel to any dessert with their bold flavours and essential pop of colour. During this festive time of year, join us in sending warm season greetings by fostering a balanced and healthy community lifestyle with berries!”

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