Driscoll's and Cupping Room launch “Berrylicious” menu in Hong Kong
Driscoll'sThe global berry brand, has joined forces with the Hong Kong-based specialty coffee chain. Cupping Room to celebrate the holiday season with a limited menu that features raspberries, blueberries and blackberries in the center of the plate. For six weeks, from November 19 to December 31, 2025, the eight Cupping Room stores will offer desserts and a signature drink that aim to showcase berries as an indulgent, yet healthy, alternative for the holidays.
Driscoll's explained that it chose Cupping Room for its culinary prestige in Hong Kong and its innovative approach to using high-end ingredients. The partnership, they noted, allows them to bring their Rubus berries (raspberries and blackberries) to an urban, young and very active audience on social media, who value both the quality of the product and the gastronomic experience associated with the Christmas season.
An innovative culinary proposal
The proposal includes two desserts created by the pastry chef Ricky Wong —chef of The vineyard, the Spanish bakery from the Cupping Room group— and a seasonal drink that incorporates Driscoll's berries as the main ingredientThe idea is to show that berries not only work in classic pastries or breakfasts, but also in gourmet formats designed to be shared during this time of year.
According to Driscoll's, although each of their berries It already has a loyal audience; this campaign is primarily aimed at young, health-conscious consumerswho are looking for less sugary and more natural options at a time of year dominated by excess.
Immersive experience and in-store activation
The campaign is supported by an integrated marketing strategy: it began with a launch event for media and food influencers in order to generate digital traction, and will continue in December with a cooking class at La Viña (Kwun Tong), where chef Wong himself will teach how to prepare an 8-inch mixed berry tart from scratch.
In addition, one of Cupping Room's stores will be "dressed up" for a full week with the collaboration's image: a visual and menu takeover that aims to make the customer immediately identify Driscoll's presence at the point of sale and associate the Berries with a festive yet balanced lifestyle.
The collaboration also includes the constant generation of content on social media from the Driscoll's and Cupping Room accounts, to keep the campaign visible throughout the period leading up to Christmas and New Year, when out-of-home consumption increases.
Brand communication and positioning
The agency PLUG She is in charge of strategic communications, media relations, and the articulation of the alliance, reinforcing the central message: the premium berries They can be the star ingredient of a healthier holiday season.
Regarding the spirit of the campaign, Andy Byung-Yu SuhDriscoll's Vice President of Sales and Marketing for Asian markets noted that the alliance with Cupping Room is “The perfect way to share the joy of berries this holiday season”because they are naturally sweet, nutritious, and add color and flavor to any dessert.
With this move, Driscoll's seeks to further position its berries in the segment “better for you” from the Horeca channel and, at the same time, educate the Asian consumer on new consumption occasions beyond breakfast or home.
In a market like Hong Kong, where collaborations between premium food brands and specialty coffee shops are a powerful distribution channel, the menu “Berrylicious” It functions as a temporary showcase to display the versatility of berries in modern, photogenic preparations aligned with health trends.
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