The Dole Sunshine Company, a global market leader in packaged fruit products and snacks, has announced a huge consumer activation campaign for this summer aiming to get the whole country talking about fruit and celebrating its role in meals and treats.
To spearhead the campaign, Dole have teamed up with TV presenter Angellica Bell who is best known for her appearances on The One Show amongst others, as well as winning Celebrity MasterChef. This celebrity partnership will help promote two big campaigns for the Dole’s ingredients and snack ranges, with Angellica becoming the face of the brand’s creative PR and social media campaigns which will run through to Spring 2025. The partnership will be split into two campaigns that are designed to highlight the taste, quality, versatility and convenience of Dole’s Tropical Gold Pineapple and their snack pot ranges, including Fruit and Cre*m and the recently launched Dole Fruit in Jelly Kids pots.
Alongside the celebrity partnership, Dole will be undertaking a huge summer sampling programme at events such as Fearne Cotton’s Happy Place Festival, which takes place in both London and Manchester. Next up will be a major social media drive where Dole will team up with a café to secretly add pineapple to a traditional English Breakfast while a hidden camera will film people’s reactions, supported by a media campaign reaching over two million consumers. Finally, Dole will also be working with a wide variety of food influencers who will help inspire the UK to get creative with their fruit and get social communities talking.
“We are so excited to announce this summer’s major marketing plan which will not only get consumers talking but most importantly also drive them in-store to purchase," said Gareth Roberts, UK Country Sales Manager at Dole. "And to further help drive those purchases we’ll be supporting the brand with in-store activations and price promotions with many of our major retail partners over July and August. The celebrity partnership is particularly exciting and a first for Dole, as we were keen to work with someone who was recognised as energetic, fun and smart but also with great food credentials, so as a former winner of BBC’s Celebrity MasterChef, Angellica fits the bill perfectly. Healthy fruit snacks are only going to continue to grow in importance, so we’d advise all retailers to stock up and enjoy the fruits of our campaign.”
