Dole extends, expands Peel the Love campaign

11/14/2013 02:51:00 PM
Mike Hornick

Dole Peel the loveDole plans to extend its Peel the Love banana marketing campaign through 2014.

The 2014 campaign will include more retail partners and an expanded tour plus new recipes, serving and pairing suggestions and social media programs, according to Dole.

This year’s tour by the Peel the Love truck ran May to October — a month longer than originally scheduled — and handed out 107,703 recipe samples using more than 15,336 Dole bananas at 147 stops.

The truck visited supermarkets, special events and public venues nationwide. Other promotion elements ran yearlong.

“The goal of Peel the Love was to reacquaint consumers and retailers with all the fun aspects of bananas and Dole’s other fruits and vegetables through compelling new recipes, unexpected serving suggestions and free giveaways,” Bil Goldfield, Dole Fresh Fruit communications director, said in a news release. “The response was fantastic and so, due to popular demand, we’ll be taking our message to even more of the country in 2014.”

A tour schedule will be posted in the spring. More information on the promotion is online.

Moreover, Dole plans media appearance, tastings and educational events on bananas with registered dieticians, supermarket nutritionists, food bloggers and others.



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