Dole is unveiling a bold new campaign that lets consumers know that it’s OK to be just a little selfish in their quest to make their perfect salad in 2012.
The company, one of the world’s largest providers of fresh-cut, packaged salad, is even enlisting the services of an Emmy-winning actress, Felicity Huffman, to motivate Americans to new heights of indulgence – at least when it comes to their salad-making.
DOLE® Salad’tude™ is an integrated marketing program that encourages the nation’s millions of salad lovers to take their passion for salad creation one step further –to the point of thinking of salad as an opportunity for personal extravagance and escape. There are endless possibilities in salad-making and Dole wants consumers to open their salad bowls – and their minds – to make the absolute perfect salad for themselves.
“We’re encouraging salad lovers to adopt a ‘salad state of mind’ in 2012 – and giving them the license to practice a new attitude of healthy salad self-indulgence,” explained Ronda Reed, VP of marketing for Dole Fresh Vegetables. “This means combining those fresh ingredients and flavors you crave the most, whether everyday or unexpected, with a little imagination and pizazz to create your own salad masterpiece. The result can be pure enjoyment of a perfectly crafted salad, and those rare moments of personal and culinary contentment we call ‘Salad’tude.’”
Launching this week, the multimedia campaign combines celebrity endorsements, spirited salad celebrations and exclusive social media clubs with digital promotions featuring trips to California and other destinations as prizes. It comes on the heels of successful 2011 partnerships with a host of non-food celebrities designed to position salad as a unique opportunity for in-kitchen creativity, inspiration and personal expression. This year’s theme of Salad’tude widens that definition even further to include themes of wholesome pampering and togetherness.
“Salad’tude is all about helping salad users tap into their love for creating and enjoying their ultimate salad – either alone or shared with family or friends as part of a salad celebration,” Reed said. Inspired by her on-camera and real-life roles as a successful working mom, her passion for healthy eating and support for the hunger-relief organization Feeding America, Dole saw Felicity Huffman as ideally suited to encourage consumers to embrace their inner Salad’tude. The actress will star in a series of online and traditional ads that entice salad users to greater personal expression using Dole’s 38 salad blends and all-natural kits. She will work with Dole to host media events and appearances, as well as the “Show Your Salad’tude Sweepstakes,” an online opportunity for one lucky participant to win a trip for five to Monterey, Calif., for the ultimate salad-indulgence experience including dining with Felicity Huffman. Salad lovers can enter the contest by going to www.dole.com/salads.
Also in February, Huffman will encourage salad-loving Americans to host their own salad parties to create and share their perfect salad and spend a little healthful indulgent time with their friends.
According to Chris Mayhew, Dole Fresh Vegetables marketing director, 2012’s Salad’tude campaign is an extension of last year’s program in which Candice Olson, Clinton Kelly and Cheryl Burke applied their personal creative inspiration to the art of salad-making. The partnerships were the first in DOLE Salads history to specifically target non-food spokespersons and helped position the brand within a broader lifestyle context.
Dole’s Salad’tude will be supported by a comprehensive digital media campaign, in-store materials, consumer promotion, mobile and social media marketing and PR. The program is part of a larger mission by Dole to increase consumption of fruits and vegetables to improve the nutritional health of Americans and work to reverse a number of negative health trends.
Certain elements of the Salad’tude campaign in February, including digital ads, blogger communications and the DOLE Salads Facebook and web pages, will reference Feeding America®, the nation’s leading domestic hunger-relief charity. A Feeding America partner, Dole Fresh Vegetables will be making a one-time incremental donation to the Chicago-based nonprofit hunger-relief organization timed to the launch of the campaign.
Feeding America seeks to feed Americans who struggle with hunger through a nationwide network of member food banks and to engage the public in the fight to end hunger. For more information, go to www.feedingamerica.org.
For learn more about Dole Salad’tude, go to www.dole.com/salads or www.facebook.com/DOLESaladGude.
