As 2016 begins, Dole Europe is – literally – embarking on an energy-filled year as it continues its “My Energy” campaign. The consumer campaign, which focuses on a healthy diet, exercise and passion in life, will be up and running a year in April and will be continued in the coming months with new areas of focus. Dole is therefore extending an invitation to the public to visit Fruit Logistica from 3 to 5 February to talk directly to the company about the campaign highlights.
Focused on life – research at Dole
These days, most consumers know that a healthy lifestyle is important. But actually implementing it is not easy. This is exactly where Dole comes in with “My Energy”, providing simple and motivating everyday tips across a variety of channels that can help consumers to lead a long and fulfilled life. The campaign is based on the results of extensive scientific research that Dole has carried out on fruit and vegetables at its North Carolina Research Campus in the USA.
Activating communication with added value
Dole-sponsored, Hamburg-based rower and Olympic winner Eric Johannesen is an ambassador for an active life. Dole is now involving him extensively in its communication for the first time. Videos with emotional appeal, broadcast on Dole’s own channels from April, will provide an insight into the top athlete’s training routine. They will show him as he prepares for the Olympics and will give viewers specific ideas about how they can lead a healthier and more active life.
The company also works with popular bloggers to communicate relevant content. Dole will once again this year use the potential of these important influencers as part of its “My Energy” initiatives. The variety of activities on the Dole blog and the Dole Facebook channel will also provide fresh inspiration for its female target group and sustainable interactions with the Dole fan base.
Centre of attraction in retail outlets
Dole’s retail partners can look forward to an attractive PoS campaign between April and June. Stickers on Dole bananas and labels on Dole pineapples will lead consumers straight to the Dole website, where they may be lucky enough to win some top-quality prizes.