Since April 2015, Dole Europe’s latest mission has been to promote a long and fulfilled life. As part of the “My Energy” consumer campaign, the brand is inspiring an all-round healthy lifestyle. A core element of all the measures is the specially developed “Energy Code”, which stands for healthy eating, exercise and a genuinely heartfelt wish or goal.
The great interest that consumers have in these issues, reflected among other things in the steadily rising access and fan numbers on the Dole website and Facebook page, is a good reason to continue “My Energy” in the second half of the year. To communicate authentically and in everyday language, scientific issues are dealt with in a consumer-friendly way and implemented within various measures. The campaign is thus increasing the involvement and contact with the target group.
Transparent research – nutritional knowledge as a communication tool
The objective to firmly establish Dole as an authority on a healthy lifestyle is no accident. At the Dole Nutrition Institute at the NCRC (North Carolina Research Campus) in the USA, research is carried out on the component elements of fruit and vegetables and the way they work. Dole incorporates its researchers’ findings in all its “My Energy” activities. Two Dole nutrition experts – Dr Nicholas Gillit and Jenn LaVardera – even write as guest authors on the Dole blog and are on hand to provide users with news, tips and tricks.
The uncomplicated and varied approach continues on the Dole Facebook page. The focus here is on an extensive knowledge of fruit, competitions and encouraging readers to transfer to the Dole website. The aim is to deliver added value and more than just product information.
Eye-catching activation in retail outlets
Dole is also generating momentum for the campaign in the direct consumer environment. From September, stickers on Dole bananas and tags on Dole pineapples at the PoS will highlight a large-scale competition here. The prize: a trip to the USA worth €10,000 as well as high-end non-cash prizes.
Throughout Europe there will also be individually managed measures, including events, media partnerships, blogger campaigns, competitions and much more.