BRAND LOYALTYGROWN FRESH

How we helped Dole grow share of its commodity products through digital services and utility.

Summary

For much of the past 150 years, Dole has simply been known as the “pineapple people”. However, with over 300 Dole products in 90 countries, there was a much bigger story to tell. Our mission was to offer consumers more compelling reasons to favor Dole foods over those of its competitors.

Here’s how we shifted brand perception to make Dole a more relevant favorite brand.

Our Roles

  • Digital Agency of Record
  • Content Strategy & Development
  • Social Media Strategy
  • Web & Mobile Development
  • Experiential Grassroots Marketing
  • Brand Strategy
  • Analytics and Optimization
  • SEO

Challenge

In the fresh and packaged foods business, top-of-mind is critical. That is, if consumers can even distinguish your brand from all the other options on their shelves or in their produce aisles.  Dole presented AMP with a clear directive: Grow share by strengthening the brand’s position in the minds of target consumers.

Insights

Our key target, busy moms, need quick and easy solutions for meals and snacks that are healthy – and that their kids will want to eat. Dinner decisions are often made within hours of mealtime, so making Mom’s job easier can mean a world of difference.

Solution


THREE LITTLE WORDS,ONE BIG DIFFERENCE

We answered the challenge by building a communications platform, summed up in one line: Simple. Nutritious. Delicious. We defined this platform with a road map and set about bringing it to life, increasing Dole’s relevance as the go-to consumer choice by playing a useful role in the daily lives of our target customers.

Digital Strategy: Laying Out The Roadmap

To establish a foundation for the Dole brand in digital, we built from the ground up – merging qualitative brand research with fresh behavioral data from digital and social channels.

The consumer landscape pointed us towards a lack of resources for shoppers to filter out the noise and let healthy and delicious come easy. Confused perception around Dole’s product lines and infrastructure pointed us towards simplicity of the digital ecosystem. This provided the basis for our roadmap.

 

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Web Redesign: Bringing Utility To The Kitchen

We started with a complete website redesign and Sitecore-based rebuild that brought consumer-centric utility to the forefront, transforming the experience from a mere product provider into a go-to household resource.

 
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Our adaptive design integrates all digital platforms, putting content related to delicious and nutritious meals at the forefront, while enabling conversations between both brand and customer, as well as customers with each other.

 
 

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Our simple, intuitive recipe format also allows quick browsing and tablet-friendly in-the-kitchen viewing. The customized, multi-channel recipe database features over 100,000 searchable recipes – many of which are supported by video content – to help busy moms discover, clip and share healthy meal and snack options.

Custom-built landing pages are included to tout the larger stories, like new product launch campaigns, popular favorites, contests and promotions.

 

 
 
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Mobile: Presence in the Shopping Experience

The mobile version of Dole.com places relevant content in context, connecting with consumers from the supermarket to the kitchen counter.

 

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Ongoing Social Media: Simplifying Healthy Meals

Dole’s social communications support the brand platform by keeping a strong focus on utility via simple meal planning ideas.

 
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Our content messaging walks consumers through their use of Dole packaged goods and provides transparency to the supply chain journey.

 

 
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Integrated Social Media Product Campaigns

We’ve supported Dole’s ongoing social media with a series of one-off social campaigns designed to build awareness and launch specific products. Our Chill Mornings campaign for Dole Frozen Fruits and Sweet Moments, which helped introduce Dole’s new Frozen Food Dippers in advance of Valentine’s Day, were key to driving trial with targeted consumers.

 
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To support Dole Smoothie Shakers we developed the central big idea concept, campaign imagery, messaging, and landing page for Shake. Believe., a sweepstakes campaign carried out in partnership with Equinox on the experiential side.

 

 
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Integrated Social: Grass Roots

To bring Simple. Delicious. Nutritious. to the target audience on its own turf, we showed up in neighborhoods and supermarket parking lots across the country, launching the first socially powered fruit truck. The “Peel The Love” food truck tour was supported in turn by social media that pushed sharing and awareness of all Dole products, from fresh fruit to frozen treats to packaged products.

 

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Dole Sunshine: Establishing A New Brand Platform

In early 2016, Dole once again enlisted AMP to help newly reposition Dole Packaged Foods in the digital space.

We created a bold look and feel for Dole Packaged Foods that featured an entirely new homepage, updated global headers and footers and refreshed site content. In doing so, we leveraged the brand’s new platform, Share The Sunshine, while still allowing Dole’s heritage to shine through.

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As before, recipes and products receive prominent treatment, while promotions, offers and newsletter sign-up are also accessed with ease.

 
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The repositioning also introduced a new social handle, Dole Sunshine, which we used to extend the new platform across all social channels with engaging creative content that brings it to life.

 
 
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Ecosystem


PLATFORM PLANNING

To implement this platform, we prioritized journey touch points, established channel roles and focused resources where Dole could achieve its greatest impact.

 
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Web Redesign

Provides a hub for information and news, driving awareness and consideration.

Mobile Shopping Tools

Simplified content assists consumer decision-making at retail.

Social Media

Maintains relevance, reinforces brand equity and drives advocacy by focusing on utility.

Integrated Grassroots & Social Media

Drives trial and advocacy, supported by social media that pushes awareness and sharing.

Stats

95% Increase in UGC Recipe Submissions

2MM New Recipe Users in First Year

107K Samples Distributed Across 148 Live Events

70% Increase in Social Reach

25% Increase in Regular Social Subscribers

35% Increase in Social Subscribers

Find out how we can put solutions like these to work for you.

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