Television presenter Rachel Riley yesterday (29 July) unveiled a giant model of a brain made out of berries in a stunt designed to promote soft fruit to busy professionals.
The display, organised by trade body British Summer Fruits (BSF) as part of its campaign to link berries with brainpower, used 1,500 punnets of strawberries, raspberries and blueberries and was in place at New Street Square, central London.
Fronted by Riley, the stunt encouraged office workers on lunch breaks to sample berries, and take selfies in front of the brain. The idea was to position berries as a convenient impulse purchase for office workers during lunchtimes, to help boost productivity in the workplace.
“We’ve been working with Rachel Riley to visualise the health benefits of fresh berries, specifically targeting a busy city area in the afternoon,” a spokesperson for BSF said.
“Our awareness campaign, Berry Brainy, created a high impact on social media promoting berries as a lunchtime snack to be eaten straight from the punnet. As part of our sampling activity on the day, we received some great engagement from offices such as Deloitte and Goldman Sachs, with many others taking selfies and posting images.”
