Dole marketing campaign focuses on salad creation - The Packer

Dole marketing campaign focuses on salad creation

04/22/2011 02:24:34 PM
Mike Hornick

This spring a new Dole marketing campaign, “Find Your Inspiration,” intends to give the process of salad making as much attention as the end result.

The campaign, which supports Dole salad blends and kits, launched April 25.

Candice Olson, host of “Candice Tells All” on HGTV, is the first in a series of celebrities who will translate their talents to the kitchen and salad creation. Olson is a commercial and residential designer.

The celebrities, all from outside the food business, will be featured on Facebook, Twitter and YouTube pages.

Other campaign elements include digital and mobile advertising, in-store promotions, coupons and a contest. Beyond Olson, possibilities include fashion designers, musicians, photographers and dancers.

“Since salad-making is truly a form of art, Dole wanted to explore how some of the best-known professional designers and artists express themselves in the kitchen,” Ronda Reed, vice president of marketing for Monterey, Calif.-based Dole Fresh Vegetables, said in a news release.

The online component kicks off in May.

The contest, “Inspired Kitchen Sweepstakes,” offers a $50,000 kitchen remodel and a design inspiration session with Olson in Toronto as first prize.

Three second-place finishers will win a five-day cooking vacation at the Culinary Institute of America in New York, Texas or California. A Dole blend or kit is the prize for 100 third-place winners.

Entries can be completed online at www.dole.com/salads through July 15.



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