NEW WORK

Blueberries go big with new campaign led by Chicago’s SCC

By Reel Chicago
July 23, 2025

Just in time for National Blueberry Month, the U.S. Highbush Blueberry Council (USHBC) has unveiled a bold new national marketing platform: “Blueberries. GO BIG.” And behind the fruit-forward push? None other than Schafer Condon Carter (SCC).

This marks USHBC’s first campaign under new marketing leadership from Kevin Hamilton and Inez Be, and it plants a flavorful flag in the ground: blueberries aren’t just for breakfast anymore. They’re portable, crave-worthy, and ready to compete in the snack wars.

“Blueberries have always been celebrated for their health benefits,” said Hamilton, VP of Global Marketing and Communications at USHBC. “Our new campaign shifts the conversation from ‘should’ to ‘want’ by positioning blueberries as an effortless lifestyle staple woven into the fabric of American culture.”

To help blueberries flex their full snacking potential, SCC created a multi-channel campaign that includes :30 and :06 videos, influencer collaborations, social content, digital media, and even a TikTok Top View takeover. The ads position blueberries as the ultimate on-the-go snack, just as effective courtside as they are post-spin class.

In “Snack Daddy,” a determined dad delivers blueberries to his daughter’s soccer team, while a VO commands: “Take halftime snacks to the next level.” In “Snack and Chill,” gym-goers opt for blueberries during post-workout recovery, with the line: “Shake up your recovery routine.” Both spots end with the same confident kicker: “Discover a better way to snack. Blueberries. GO BIG.” Snack on these:

Craig Miller, SCC’s Chief Creative Officer, says the campaign tapped into the agency’s scrappy, competitive energy: “We like to think of blueberries as a challenger fruit. We adopted a challenger mindset to bring the same competitive, bold spirit to the campaign. Yeah, blueberries are small, but don’t let their size fool you. Like the campaign says, ‘Blueberries Go Big.’”

The campaign’s mission is to expand blueberry consumption beyond traditional dayparts and insert the fruit into daily moments of fun, fuel, and flavor. By targeting active lifestyle scenarios and focusing on emotional resonance, the work underscores how blueberries aren’t just good for you — they’re just good, period.

CREDITS:

BRAND: US Highbush Blueberry Council