In a category packed with sameness, Baris Frozen Chocolate Raspberry Bites, born in Patagonia, found an unexpected way to stand out: by owning summer. The brand launched a clever audio-first campaign to introduce itself to U.S. audiences in Chicago, celebrating that Whole Foods has selected them. “We needed to remind listeners that summer isn’t just a season. It’s a mindset. And when you’re in it, you’re ready for Baris. During summer and every day of the year, because Baris is available fresh all year long!”, Luca Molinari, Co-Founder, Baris.
“The three playful audio spots ran on streaming platforms, designed to make you laugh and crave something fresh and delicious. We had a digital strategy of hyper-localization; we streamed the audio 2 miles around Whole Foods carrying Baris to make sure our audience would crave it and go try it.” Mauricio Del Castillo, BeautifulBeast’s Chief Digital Officer. The style of the campaign? An absurd sketch comedy, mixed in with delicious frozen berries.
From an ice-fishing fanatic refusing to admit he was freezing to a rooftop tanner bronzing in subzero temperatures, and the nostalgia of summer Slip ‘n Slide fun, these scripts are as fresh as the delicious Baris! Each spot landed the same message: some people live in a summer state of mind all year long, and Baris, frozen raspberries dipped in chocolate, is made exactly for them. “The campaign delivered more than laughs: it saw a completion rate of 96% and helped drive store sales, proving that good taste and good storytelling travel well.” Flor Leibaschoff, BeautifulBeast’s Chief Creative Officer.
Baris proved that showing up in the right place, with the right vibe, makes a difference. Baris didn’t just sell frozen raspberry bites—it sold a chill attitude, which led to a 1100% increase in sales during the time the spots were on with their promotion. The Patagonia-born brand tapped into culture, not just cravings, by sounding like the people it wants to reach. And while this may be Baris’ first summer hyper-local campaign, it won’t be its last.
About Baris
Baris was born to share our roots with the world. Like fine wine, our raspberries owe their authenticity to their origin. Every chocolate-covered bit is a taste of Patagonia, crafted with care for its people and environment. Passionate for our raspberries we’ve set sail for the US bringing the best of Patagonia with us. To ensure we deliver nothing but excellence, we’re proudly mentored by the founders of TALENTI Gelato-masters of the craft.
