SALINAS, Calif. — Dole Fresh Vegetables plans to expand the Salad’tude marketing campaign begun in February, when it also plans to add salad products, said Chris Mayhew, vice president of marketing.
“It’s part of a long goal to inspire salad lovers,” she said. “The concept proved very popular with salad fans as well as key influencers engaged in the larger food and meal-planning conversation.”
Besides food bloggers, Monterey-based Dole’s targets include registered dietitians who, as Mayhew sees it, are essential to generating interest in salads and produce.
Salad’tude — the idea that salad-making expresses emotions or reflects experiences — continues Dole’s strategy, which began in 2011, of using spokesmen outside the food industry. It began with actress Felicity Huffman but lately has returned to Clinton Kelly, one of three spokesmen from the previous campaign, Find Your Inspiration. Kelly is the star of two TV shows: “The Chew” on ABC and “What Not to Wear” on TLC.
Kelly’s own experiences with salad prompted the development of three Dole recipes featured in videos online. They include a pear and spring mix salad, a shrimp salad with Dole’s Ultimate Caesar kit, and a Thanksgiving salad using its Extra Veggie with grape tomatoes.
“We continue to be attracted to Kelly because of his proven appeal with our audience, and his very personal connection to Salad’tude,” Mayhew said.
Dole’s website also offers consumers its current salad contest, which will send six winners on a four-day trip to the St. Helena, Calif.-based Culinary Institute of America at Greystone, a site meant to push the campaign’s creativity theme. That contest runs through Dec. 11 and can be entered online.
Dole supports Salad’tude in mobile and social media along with in-store materials and other resources.
Mayhew declined to elaborate on Dole’s plans for new products in 2013.