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.
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.
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.
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.
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.
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.
The mobile version of Dole.com places relevant content in context, connecting with consumers from the supermarket to the kitchen counter.
Dole’s social communications support the brand platform by keeping a strong focus on utility via simple meal planning ideas.
Our content messaging walks consumers through their use of Dole packaged goods and provides transparency to the supply chain journey.
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.
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.
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.
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.
As before, recipes and products receive prominent treatment, while promotions, offers and newsletter sign-up are also accessed with ease.
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.
To implement this platform, we prioritized journey touch points, established channel roles and focused resources where Dole could achieve its greatest impact.
Provides a hub for information and news, driving awareness and consideration.
Simplified content assists consumer decision-making at retail.
Maintains relevance, reinforces brand equity and drives advocacy by focusing on utility.
Drives trial and advocacy, supported by social media that pushes awareness and sharing.
Our stylish digital overhaul presented the Sena brand on a whole new level of sophistication, while enabling it to connect with consumers more immediately and efficiently. Together, these two components drove dramatic sales growth to ensure that Sena remains a leading luxury brand in its category for years to come.