Singapore – Here’s a question: what does a gorilla, a bear, and a panda have in common? The answer–all of them can’t resist the new ‘Fruit Bowls’ made by the food and beverage group Dole Sunshine Company, as shown in their latest campaign as part of promoting the new food product.
Made by creative agency Grey Group, the campaign is made of three various spots that depict ‘Fruit Bowl’ eaters as wildlife, as separately a panda, gorilla, and bear, infiltrate home, office, and parks in a quest to take their snack back.
The theme of ‘taking their snack back’ is based on the product’s new twist: having zero added sugar. As a snack, ‘Fruit Bowls’ are so close to natural fruit that nature will ‘want it back’.
Said integrated campaign is rolled out in different parts of Asia.
“As part of Dole’s promise of bringing prosperity to people and the planet we are committed to delivering fruit as close to nature as possible, even when it’s packaged. The team at Dole and Grey had a lot of fun bringing these ideas to life as we celebrate and showcase product uniqueness in a different light,” said Rupen Desai, global CMO at Dole Sunshine Company.
The campaign rollout is part of Dole’s advocacy in using all-natural ingredients and a commitment to clean labels, making it closer to fulfilling its promise of zero processed sugar in their products by 2025.
Aashim Malhotra, vice president and managing director for APAC Region at Dole Sunshine Company, said, “Healthy snacking is on the rise across the region as appetite for small bites replaces larger meals, as consumers look for healthier and more nutritious foods. Foods and snacks close to nature deliver on this shift in eating habits.”
He added, “Reaching for a ‘Fruit Bowl’ that even wildlife would covet sends a clear message of a snack as close to nature as we believe you can get.”
Meanwhile, John Patroulis, global chief creative officer at GREY, commented, “Because the Dole team has such a clear and inspiring purpose, we were able to engage teams from across the global network to find the simplest and most inspiring idea. Dole is working to do great things in the world, we’re excited to be part of that mission.”
