Dole Fresh Fruit Europe has launched a new marketing promotion in Germany to raise awareness of plantains, which it sells for use in cooking.
In cooperation with consumer magazine EatSmarter! and the national chefs competition Koken Cup, the company is planning a series of print and online marketing activities over the next eight weeks for its bagged Kochbananen product.
From the end of August until mid-October, Dole aims to create a buzz among consumers by explaining more about how to use plantains.
Shoppers buying the specially packaged fruit will be able to enter a competition to win an all-expenses trip to Barbados as well as one of 100 annual subscriptions to EatSmarter! magazine.
