Blueberries GO BIG: U.S. Highbush Blueberry CouncilLaunches New Consumer Marketing Campaign
July 30, 2025 | 3 min to read
The U.S. Highbush Blueberry Council has launched a dynamic marketing campaign titled "Blueberries GO BIG" to celebrate National Blueberry Month. Featuring two ads, "A Better Way" and "Next Level Snacks," the campaign highlights blueberries' health benefits and versatility. Aiming to engage 18 million consumers through various media channels including TikTok and online video, the campaign emphasizes emotional connections and better-for-you snacking. USHBC continues its mission to elevate blueberries as a beloved fruit worldwide.
Debut of Two Ads Marks Exclamation Point to National Blueberry Month
FOLSOM, Calif. — Blueberries have long been known and appreciated for their health benefits, and now it’s time to shine a spotlight on blueberries in a big way. The U.S. Highbush Blueberry Council (USHBC) today announced the launch of an exciting marketing campaign with two new ads that celebrate how the small and simple blueberry packs huge benefits in each bite or handful. “Blueberries GO BIG” demonstrates an emotional connection to the fruit in two different but equally captivating scenarios, showcasing the big things that can happen when you grab a boost of blue.
The two ads can be viewed on Youtube.com/@eatblueberries:
- A Better Way – Up your “coolness” factor and shake up your post-workout recovery.
- Next Level Snacks – Blueberries come in clutch for your kid’s team at halftime.
“Blueberries GO BIG” is debuting via a comprehensive paid media campaign directed to a targeted audience of 18 million blueberry consumers, which includes programmatic display, online video (OLV), audio, connected TV (CTV), paid social, paid search and more. A TikTok TopView campaign on July 29, reaching millions of users, showcases a thumb-stopping behind-the-scenes look at one of the ad’s big stunts. USHBC is also partnering with influencers to demonstrate how blueberries “go big” for content creators in their own ways.
“Our new campaign illustrates the many benefits of blueberries, including health as foundational message, while also giving more air time to attributes like the great taste and easy-to-eat benefits that we know are important to our consumer but are not always focused on as much,” said Kevin Hamilton, USHBC vice president of global marketing and communications. “‘GO BIG’ helps us tell a story that connects to our consumer more emotionally, and highlights the better-for-you snacking opportunities around our fruit.”
USHBC works to increase demand for blueberries across all channels through marketing promotions, research and resources, all while empowering the industry to make blueberries the world’s favorite fruit. Working with Schafer Condon Carter (SCC), USHBC’s partner agency for brand and consumer marketing, the GO BIG platform is the next phase in the continuous evolution of blueberries as a brand.
To learn more about the strategy and work behind the campaign, as well as USHBC’s comprehensive marketing and promotions programming, blueberry industry stakeholders are invited to attend The Blueberry Convention, October 8-10, in Seattle.
For more information, visit Blueberry.org or USHBC.Blueberry.org.