Tag: Dole

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.”

Singapore – Food company Dole has released a new social initiative called #UnstuffedBears to communicate the rising issue of childhood hunger around the world.

The newest initiative is launched in retrospect to the increase of awareness and global movement in addressing the global hunger crisis. The campaign comes to life through the imagery of the teddy bear, a universal childhood icon.

Images will depict five teddy bears, four of them seemingly have full bellies, while one has been unstuffed, signifying someone who is hungry. The campaign goes on to say that “one in five children worldwide may go hungry this Christmas”.

The newest campaign is in line with Dole’s commitment to “The Dole Promise”, which vows to provide access to sustainable nutrition for 1 billion people by 2025.

“According to the UN World Food Programme, the impact of COVID-19 may double the number of people suffering from acute hunger. This exacerbated food insecurity crisis is acutely affecting children around the globe and in our own backyards,” said Pier Luigi Sigismondi, worldwide president at Dole Packaged Foods. 

“Acting on our promise to bring food and support to those in need, as well as raising awareness of this growing crisis, is at the center of this campaign. And this is just one of many steps we are taking to make a change for the better,” said Sigismondi.

The campaign will roll out via online video, display, and social media throughout the holiday season. It has already been launched in Europe and the US, with Asia launching next week. 

In order to live up to the campaign, Dole is rolling out its promotional purchase of select Dole Packaged Foods products on some eComm channels, where profits on these purchases go towards food security charities.