In the US, Dole Salads has announced that its latest campaign will borrow from the colours and flavours of Spain and Spanish tapas cuisine, with new themed recipes and an online competition.
Dole’s Taste of Spain initiative combines a national, collect-and-win meets instant win online game with new, delicious Spanish-influenced recipes, serving suggestions, and House Parties to 'spark consumers’ creativity, imagination and culinary 'ole'', the group noted.
“From Madrid to Seville to Barcelona to San Sebastian, Spain offers some of the world’s most diverse tastes, ingredients and culinary traditions,” said Shannon Yamada, marketing brand manager for Dole Fresh Vegetables. “This vibrant, food-sharing heritage serves as the perfect inspiration for our summer celebration, and the impetus for a new global level of salad-based experimentation and exploration.
“We’re combining the social, creatively charged nature of Spanish tapas cuisine with the wholesome indulgence of Dole Salads to create a refreshing new way to approach summer salad-making, meal-planning and entertaining,' Yamada added.
The Taste of Spain game offers consumers the chance to play online with codes found on Spanish-themed game pieces found inside more than 34m specially marked Dole salads blends and all-natural kits available nationally from 13 August.
Consumers participating in the competition have the chance to win more than 10,000 instant prizes and a grand prize culinary trip to Spain for two valued at US$40,000.
At the heart of Taste of Spain is an array of new Spanish-themed recipes and servings, pairing and entertaining tips specifically designed to expand the boundaries of salad- and vegetable-based cuisine. These include Southern Spanish Market Salad, Spanish Tapas with Tuna, Granada Seafood Salad and Mediterranean Salad with Red Grapes and Spanish Sausage.
“Our new Spanish dishes are intended to widen consumers’ horizons beyond thinking about salad solely as a side dish,” said Yamada. “The rich Spanish tradition of culinary creativity and sharing is a perfect example of what’s possible.'
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