Dole Sunshine Company is the world’s largest producer of fruit and vegetables, with purpose at its heart. They believe that good nutrition, like sunshine, should be available for all. Recently, the brand has highlighted issues relating to food insecurity and waste. This is genuinely purpose-driven work, not intended to sell more pineapples, but instead to raise important issues. Dole wanted to challenge the assumption that poor nutrition is only a problem in the developing world. Through research, we uncovered that over 3 million people in the UK are at risk of malnutrition – which isn’t surprising given that the UK eats more junk food than any other European country. To raise awareness, we crafted and printed posters using real fruit ink, placing them side-by-side with some of the UK’s most unhealthy snacks. Through the additional power of copy, we made a powerful statement on how unhealthy these foods can be.

Through our tactical placements, along with our launch film on YouTube, we were able to capture people’s reactions and decision-making at times when it mattered most. As a purpose-led campaign for Dole, the KPIs were all about making an impact beyond the paid media, raising awareness, and getting into culture – beyond building market share or sales. This was about getting people to think again about what good nutrition means to them. We achieved an earned reach of 164 million impressions, on top of the paid media plan, and were featured in 323 articles across consumer and trade press. This delivered an equivalent media value $1.5 million – achieving real cut-through, and getting into the news agenda. With the significant impressions we achieved and media coverage, we’re confident that we delivered on our objective to bring the real issues of malnutrition to life, especially during those moments that matter most.