Dole Fresh Fruit is launching a year-long banana promotion, “Peel the Love,” that will include a summer food truck tour of cities nationwide and a partnership with Blue Diamond Growers.
Dole plans to focus on social media for the campaign with Facebook ads, promotions and videos, according to a news release. Dole bananas have more than 597,000 Facebook likes.
The company plans to partner with Blue Diamond almonds and with retailers on marketing efforts featuring health and fitness themes. New recipes and serving suggestions are expected, including some that pair bananas with with Blue Diamond’s Almond Breeze almond milk.
The “Peel the Love” food truck is expected to run its nationwide tour from Memorial Day through Labor Day. Its stops will include supermarkets, parks, schools and food kitchens.
Elements of the promotion started in mid-March.
“This campaign seeks to remind Americans of the simple pleasures of the fruit through a host of new recipes, pairing and serving suggestions suitable for both day-to-day and special occasions,” said Bil Goldfield, communications manager at Dole Fresh Fruit.
Recent studies have called new attention to bananas’ nutritional benefits, Goldfield said.
Dole will continue to celebrate National Banana Split Day, set for Aug. 25, with blogger promotions and a partnership with Latrobe, Pa., where the dessert originated.
Dole also plans media appearances, tastings and educational summits aimed at registered dieticians and food bloggers.