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.
The objective of the campaign was to reinforce Dole’s positioning as the most trusted brand in produce among consumers and retailers. And it certainly did. Pre and post campaign testing proved that the timing and messaging were absolutely critical to combat negative perceptions of the brand and, more importantly, retain the QUALITY reputation of the company. Due to our quick response, there’s NO DOUBT that the Dole brand remains the industry leader.