Dole “Nutritional Ink”
ST LUKE’S
Dole is one of the largest producers of fruit in the world and is on a mission to create a positive impact on people, the planet and prosperity. Part of this is to tackle the global issue of access to good nutrition.
The Challenge
Despite being one of the most developed countries in the world, the UK consumes more junk food than any other European country, meaning that over 3 million citizens are at risk of malnutrition.
The Objective
As part of their ongoing campaign to bring the real issues of malnutrition to life across multiple channels, our brief was to raise awareness of this malnutrition epidemic and encourage people to reconsider their attitudes towards their own eating habits.
The Solution
Rationally, people know eating fruit & vegetables is more nutritious than eating junk food – but it’s a fact easily forgotten at a moment of weakness. We knew that if we could disrupt people in these moments, and reframe their eating habits in a surprising way, this would be our best chance to generate a conversation around the topic.
To raise awareness of the dangers of malnutrition, and disrupt people in these moments of consumption, we developed “Nutritional Ink”. We crafted and printed posters using real fruit waste ink, and placed them side by side with some of the most nutritionally unhealthy snacks.
Given this contextual placement, we could show that our posters had more nutritional value than the various snacks found at fast- food joints, snack-laden corner shops, food trailers, vending machines, and garage stores. Each poster was signed off with ‘Favour more Fruit’ and ‘#ChangeTheFacts’, encouraging people to visit Dole’s website to learn more.
RESULTS
164 million
earned reach impressions
323
featured articles
$1.5 million
equivalent media value
3
D&AD awards shortlists
RESULTS
Results
As a purpose-led campaign for Dole, the KPIs were around making an impact beyond the paid media, raising awareness, and getting into culture – beyond building market share or sales. This was about getting people to stop and think again about what good nutrition means to them. We achieved an earned reach of 164 million impressions, on top of the paid media plan, and were featured in 323 articles across consumer and trade press. This delivered an equivalent media value of $1.5 million – achieving real cut-through and getting into the news agenda globally. The campaign has been shortlisted for 3 D&AD awards and the Global ANDY Awards, and was awarded a Silver Pencil and 2 Merits at this year’s The One Show Awards.
