Booberries

The BOOBERRIES® campaign was born from the partnership between BerryWorld and CoppaFeel! to create a positive impact by combining premium blueberries with breast cancer awareness. This bold marketing campaign, which was developed entirely in-house by the BerryWorld marketing team, featured a limited-edition BOOBERRIES® pack with a 100% recyclable packaging and an FSC-accredited paper top.

This unique and playful campaign, paired with a limited-edition fundraising pack, offered a fresh perspective on how grocery products can drive change while enhancing commercial viability. A broad communications and advertising campaign encouraged shoppers to “Check Out Your BOOBERRIES®,” seamlessly executed across BerryWorld, CoppaFeel!, and Ocado Retail channels, as well as through third-party advertising and news outlets. Exclusively available at Ocado Retail, the delicious BOOBERRIES® packs featured BerryWorld's award-winning varieties such as Eureka and Eureka Sunrise, and was launched in time for Breast Cancer Awareness Month and stocked throughout October and November. BerryWorld and Ocado donated 10p per pack (5p each) to support CoppaFeel!’s mission to ensure early diagnosis of breast cancer in young people. Looking at the results, the campaign’s impact saw a combined 1.3 million reach over the 8-week period. Post-campaign surveys showed that 76% of respondents felt the partnership increased their awareness of the importance of chest checking for early breast cancer detection, and 62% checked themselves after learning about the campaign. In terms of business results, 118,000 packs were sold, exceeding our 100,000 packs objective and raising nearly £13,000 for CoppaFeel!. BOOBERRIES® successfully combined innovation, health, and sustainability.