Takeaway: Forget the old adage, “An Apple a Day,” Dole wants you to make it a banana a day. As part of its “Go Bananas” campaign, Dole aims to drive more usage occasions with Americans, while making us all a bit healthier…
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Excerpted from progressivegrocer.com, “Dole Dares Consumers to ‘Go Bananas’ in 2012”
… Although nearly 90 percent of U.S. households already buy bananas on a regular basis, Dole wants all Americans to make bananas part of their daily routine in 2012. The year-long initiative aligns with Dole’s long-time goal of bettering the public’s nutritional health through greater consumption of fresh fruits and vegetables.
As the world’s largest provider of fresh produce and the top banana brand in North America, Dole is building upon the success of its “Go Bananas” campaigns in 2009 and 2010 to take America’s love for bananas to the next level. The “Go Bananas Every Day” initiative from Dole Fresh Fruit offers recipes, promotions and partnerships with 366 ways (2012 is a leap year, after all) to enjoy the ubiquitous fruit this year …
Among the ways consumers can show their banana love throughout 2012:
- Day 78 (Mar 18): Treat your post – St. Patrick’s Day hangover with a banana, nature’s Vitamin B6-rich hangover cure.
- Day 238 (Aug. 25): Observe National Banana Split Day. The famous dessert celebrates its 108th birthday in 2012.
- Day 285 (Oct. 11): Trade in the nicotine gum or patch for a banana to help stop smoking …
The initiative will be supported by a 12-month-long multimedia marketing effort encompassing a campaign-specific microsite, traditional and digital advertising, a sticker program, public relations, social media, a blogger and other third-party partnerships. Dole will visit select cities throughout the year to meet with food bloggers, registered dietitians, retailers, the media and other influencers to discuss the health, versatility, affordability and convenience benefits of bananas …
Edit by KJM
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