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.
The movie premiered at the Cannes Film Festival in May and is scheduled to hit theaters June 8.
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!”