Leading US fresh produce marketer Dole is aiming give what it says is a growing legion of salad lovers in the US a 'members-only' place to swap recipes, receive exclusive money-saving offers, plan the ultimate salad dinner party and chat with noted food, cooking and party-planning experts.
Membership of the private Dole Salad Circle club is free and open to 'anyone with a salad bowl, a pair of tongs and a passion for the green stuff'.
Dole Salad Circle is part of the company's Salad'tude initiative, which was launched this year by Dole Fresh Vegetables as a means to widen public interest in salads and promote a range of Dole-branded products in the salads category.
Consumers who register for membership of the Dole Salad Circle will receive immediate access to product information, merchandise and offers not available to the general public, including recipes, photos and videos created by Dole's customers as well as experts at the company itself.
According to Dole, the club will also offer: online discussions with growers, chefs, dieticians and media representatives; a discussion forum; news about recent trends and research; and an exclusive opportunity to sample new Dole Salad mixes and other products before they are release to the general public.
'Dole Salad Circle is an extension of Dole's monthly salad e-newsletter, and was created at the request of Dole Salads customers looking to take their love for salad even further,' commented Chris Mayhew, marketing director at Dole Fresh Vegetables. 'Our goal is for this destination to become the public's go-to source and interactive forum for anything and everything related to salad.'
Launched in February, Dole's Salad'tude marketing programme encourages shoppers and consumers to think of salad as 'an opportunity for personal extravagance and escape'.
The integrated multimedia campaign is fronted by actress Felicity Huffman, best known for her role in the hit television series Desperate Housewives, with other celebrities lending their support.
The campaign involves digital advertising, in-store materials, consumer promotion, mobile and social media marketing and PR.
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