Dole Europe is extending the My Energy campaign that it started in 2015, as it once again focuses its marketing drive on topics relating to an all-round healthy lifestyle for consumers.
This year, the group says, there is an even greater emphasis on consumer needs, with the #DoleFindYourWay campaign providing tips that are easy to implement, helping consumers to overcome typical everyday obstacles.
From the end of April, these tips will be integrated into Dole’s own blog and its Facebook fanpage in video and text form, allowing Dole to focus on relevant content for its mainly female target audience and meaning a closer alignment of its online channels.
'Regular posting of new and interesting content is crucial to constantly draw consumers’ attention to the importance of an overall healthy lifestyle,' the group notes. 'This is where #DoleFindYourWay comes in: providing specific suggestions for an energy-filled life, from healthy breakfasts to easy-to-follow exercises to practise during the day.
Dole says it has managed to ally its many years of research activities in the US with consumer-related content. The company conducts intensive research on the components and effects of fruit and vegetables in its Dole Nutrition Institute, based at the North Carolina Research Campus, with the results forming the basis for #DoleFindYourWay and reflecting in all “My Energy” content.
A Point-of-sale competition, which will take place from 25 April to 19 June 2016, will reach out to consumers beyond the online channels: stickers on Dole bananas and tags on Dole pineapples will direct consumers to the company website, dole.eu, where they can win prizes that will help them to lead an energy-filled lifestyle.
