Dole is an American – Irish agricultural multinational corporation. Headquartered in Ireland, Dole is the world’s largest producer of fruit and vegetables, offering over 300 products in 90 countries.
As the planet’s biggest natural produce provider, Dole’s products provide the nutrients and vigor people need to shine with a healthy glow. No one knows more than Dole about the real, revitalizing effects of healthy foods and a healthy lifestyle.
Daniels + Roberts was engaged by Dole for 23 years and global agency of record for the last 17 years.
During that time, D+R executed both trade and consumer marketing initiatives. “Perishable’s are predominantly governed by trade decisions however these decisions can be influenced by consumer perceptions.
Dole turned to Daniels + Roberts for extensive brand analysis, in order o articulate a new health and nutrition positioning that was differentiated from the competition and relevant to consumer and customer audiences. There was also a desire to establish the new positioning in the minds of all audiences and provide a consistent expression and experience or “one face” to the marketplace.
We commenced with 24 experts from the fields of nutrition, retail and organic grocery, behavioral psychology, Jungian psychology, chefs, organic farmers, food scientists and physical trainers. This initial stage defined the landscape and provided the hypotheses for testing. We followed the expert interviews with a qualitative study in order to inform the development of consumer segments. These consisted of 120 men, women, families and couples in a range of ages, ethnicities, income levels and in various stages of health.
Lastly, the quantitative study consisted of 1,800 respondents in an attempt to support or undo the findings of the qualitative study resulting in seven distinct and unique segments with unique archetypes. Dole is in the business of rejuvenation. And nothing under the sun rejuvenates like fruits and vegetables.
So, when there were issues within the world of produce related to E. coli, Dole took a stand and required the development of a solid crisis management position. 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 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. There’s NO DOUBT that the Dole brand remains the industry leader.
We were also instrumental in the creation of Dole’s Bobby Banana, which went from a “spokesfruit” aimed at kids to a full line extension complete with Gus Grape, Pono Papaya and others. Surveys, focus groups, and other studies helped guide the project.
