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Dole®

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Daniels + Roberts has been engaged by Dole Foods for 23 years and served as AOR for 18 years.

There’s NO DOUBT that the Dole brand stands for QUALITY. So when there were issues within the world of produce related to E. coli, Dole took a stand and requested the development of a solid repositioning… to be executed quickly and efficiently. So, we developed an integrated, cross-platform campaign that announced that Dole would continue to be the #1 produce brand to trust. The first produce company to address consumers and the trade head on during this difficult period, the DOLE… NO DOUBT ABOUT IT campaign ran nationwide in USA Today, national FSIs, radio, outdoor, in-store and online over a three month flight immediately following negative industry press related to multiple E. coli outbreaks.

 

National Newspaper Ad

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Billboards

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Bobby Banana Broadcasts

Bobby Banana Billboard

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Billboards

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Trade Ads

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Self Liquidating Promotion

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Trade Ad Supporting Promotion

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Promotional Point of Purchase

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In-Store Point of Purchase

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Scope
    Proprietary Research
    Conjoint analysis
    Cluster segmentation
    Brand analysis
    Brand positioning
    Competitive analysis
    Strategic planning
    Shopper marketing
    Web development
    Integrated outreach
    Online
    Offline
    Sales promotion
    Product placement
    Experiential marketing
    Sales support