With banana stickers promoting “Madagascar 3: Europe’s Most Wanted,” Dole Food Co. Inc. is guaranteed more than 100 million consumer impressions from its joint promotion with DreamWorks Animation SKG Inc.
Dole’s use of four different Madagascar-themed stickers on 100 million bananas is part of the Westlake Village, Calif.-based company’s year-long “Go Bananas Every Day” campaign that launched Jan. 1.
David Bright, vice president of marketing for Dole Fresh Fruit, said in a news release that the Madagascar characters, including the Zoosters and the penguins, are the perfect ambassadors to demonstrate the “high-energy new uses” for bananas. In the movie, bananas help power an airplane.
Dole has a series of in-store “Madagascar 3” promotional materials that, like the banana stickers, feature quick response codes directing consumers to a co-branded mobile page at www.dole.com/madagascar.
The page offers Dole banana recipes and energy-related information. The page also includes the official Madagascar mobile app: “Madagascar Join the Circus!”