The campaign is surprisingly edgy for a brand that since January has used the phrase “Sunshine For All” to sell its packages of prepped fruit. It drops during what’s typically a busy season for the brand, as families stock up for back-to-school lunch and snacks. This season is shaping up differently as many school districts stick with remote learning to start the school year.
Dole Packaged Foods worked with Campbell-Ewald, Wild Combination and Spark Foundry on the campaign. The brand hasn’t cut its media budget this year. “We’re a firm believer that this isn’t a time to be silent, go off air, or reduce spends,” says Desai.
Desai, who works from Singapore with Dole’s U.S. team based in Los Angeles, says for now the campaign will run in the United States and parts of South America, with the potential to expand to other markets. While the “quaran-tensions” premise may not work as well in countries that have recovered, the idea of replacing angst with fruit can change a bit.
“Later in the year there’s always Christmas tensions,” says Desai. “There is all sorts of angst.”
"fruit" - Google News
August 19, 2020 at 04:00PM
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What the fruit? Dole has a novel idea to resolve stuck-at-home 'quaran-tensions' - AdAge.com
"fruit" - Google News
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