After years of encouraging Americans to grill, bake, mash, blend, spread and split bananas for breakfast, lunch, dinner and dessert, Dole is delivering a simpler message to banana fans: Peel the Love.
The year-long Dole initiative stresses the fun, irreverence and universally beloved aspects of the iconic yellow fruit. Elements of DOLE Bananas Peel the Love, officially kicking off this week, range from new banana recipes, serving, pairing and entertaining suggestions, to an expanded social media presence capitalizing on Dole’s almost 600,000 banana-loving Facebook and Twitter followers.
“In addition to their well-documented nutritional benefits, including new studies establishing them as an important energy source, bananas are also a lot of fun,” says Bil Goldfield, communications manager of Dole Fresh Fruit. “This campaign seeks to remind Americans of the simple pleasures of the fruit through a host of new recipes, pairing and serving suggestions suitable for both day-to-day and special occasions.”
The new campaign comes on the heels of several years of programs touting scientific studies and less-conventional ways to enjoy the fruit such as on the grill, as a dinner entree or in a cocktail, says Goldfield. “For every banana fan interested in health information, or an elaborate new dinner or dessert recipe, there are many more that eat bananas every day simply because they are quick, easy and fun.”
Dole is focusing messaging on health-, fitness- and lifestyle-oriented consumers nationwide and will partner with retailers and third-party brands to create traditional and digital tactics suggesting new serving, pairing and entertaining options. Greater use of social media, including Facebook ads, promotions and videos, will help the brand leverage its more than 595,000 Facebook fans, among the most in the produce industry.
On the PR side, Dole will continue to educate registered dieticians (RDs), supermarket nutritionists, food bloggers and other influentials about the health, taste and convenience advantages of bananas through media appearances, tastings and educational summits. The brand will also continue its celebration of “National Banana Split Day” on Aug. 25, 2013, through blogger promotions and a partnership with Latrobe, Penn., the official birthplace of the iconic dessert.
From Memorial Day through Labor Day, Dole will take its Peel the Love program on the road to banana-loving cities across the country. A brightly colored “Peel the Love” food truck, created specifically for the tour and staffed by healthy eating advocates, will stop at supermarkets, parks and other public and private venues to dispense samples, recipes, serving suggestions and fun information. Included in each city will be stops at schools, food kitchens and other nonprofits.
“Pairing Blue Diamond Almond Breeze Almondmilk and DOLE Bananas in delicious recipes is a fantastic combination,” says Suzanne Hagener, senior marketing manager of Blue Diamond Almond Breeze.
Dole Peel the Love