Dole Food Company has announced the launch of a brand new US consumer marketing campaign in conjunction with Reboot Your Life, the health and wellness company that produced the film Fat, Sick and Nearly Dead.
The so-called Reboot Your Life… with Dole! initiative begins in April in Los Angeles before continuing in Albuquerque, Miami and beyond, according to a press release from the company.
Dole said it aims to spread the good word about fruits and vegetables and help consumers understand how easy it can be to incorporate more fresh produce into their diets.
The drive is a unique collaboration between author/entrepreneur Joe Cross and a Fortune 500 company, with both Reboot Your Life and Dole sharing the mission so compellingly described in Fat, Sick & Nearly Dead – to encourage people to improve their health and vitality simply by consuming more fruits and vegetables.
“Dole and Reboot share a common goal of promoting and supporting healthy food choices and a diet rich in fruits and vegetables,” said Joe Cross, Founder of Reboot Your Life.
“By providing consumers with special offers, support, community interactivity and, of course, a little entertainment, we can make eating right, easy and fun.”
Reboot Your Life… with Dole! takes inspiration from the documentary Fat, Sick & Nearly Dead which chronicles the story of a man who vows to do a 60-day juice fast during a cross-America tour.
As the film premieres nationwide, Reboot Your Life… With Dole! will embark on its own tour with the filmmaker and star Joe Cross visiting select US cities to share his message.
Components of the tour include:
• A film screening.
• A Q&A with Joe Cross.
• Give-aways and contests offering Reboot Your Life… With Dole! prizes (a Breville juicer, Reboot Your Life nutrition programme, Fully Juiced T Shirt, The Dole Nutrition Handbook, Dole coupons for a week’s worth of fruits & vegetables to follow the nutrition programme).
• Opportunities for groups to come together to do a local Reboot to be documented on the www.jointhereboot.com website.
“We’re thrilled to partner up with Joe Cross, who has entertainingly dramatized the amazing, life-changing benefits of fruit and vegetables,” explained Jennifer Grossman, senior vice-president of the Dole Nutrition Institute.
“Now we’re excited to bring that enthusiasm to inspire others to Reboot their life…with Dole!”
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