Dole is honoring fictional and real female superheros with a promotion centering on Captain Marvel and her alter-ego Carol Danvers.
The promotion, Feb. 25-May 5, is called “Powering the Hero Within” and acknowledges influential women in food, health and wellness. Female-focused nonprofits that support health initiatives are also recognized, according to a news release.
“Captain Marvel,” set for release March 8, is the first Marvel Universe film with a female headliner.
The campaign includes bloggers and influencer partnerships with recipes and original content from Dole registered dietitians to address female health and wellness, according to the release.
Captain Marvel characters will be on tens of millions of stickers on Dole bananas and hang tags on pineapples in U.S. and Canada.
“We’re applauding the women everywhere who use their powers, whether supernatural or every day, to fight for a healthier and more equitable planet,” Lisa Overman, director of marketing for Dole, said in the release. “At the top of this list are all the female farmers, chefs, doctors, nurses, dietitians, scientists, engineers, philanthropists and others who have sacrificed over the years to give us a more fulfilling, nutritious life.”
Real-life heroes the company plans to honor include Abigail Adams, the first First Lady to farm, Christine Mosely, founder and CEO of Full Harvest, Peggy Shriver, chief development officer of Rise Against Hunger, Johanna Sylvester and Jessi Greenlee, executive director and director of operations of Movement Foundation, and Elizabeth Kunz, CEO of Girls on the Run International.
“In honor of both Captain Marvel and March’s designation as Women’s History Month, Dole salutes these past and present champions of nutrition, health and wellness whose accomplishments allow us to do the work we do today,” Melanie Marcus, Dole’s nutrition and health communications manager, said in the release.
Recipes chosen by Marcus, as well as nutritional insights and other information about “Powering the Hero Within,” are at www.dole.com. Details on the nine featured recipes, are on Dole’s Pinterest page. Use #DoleHero to follow the campaign on social platforms.
