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Dole is determined to get Americans to go bananas every day. Although nearly 90 percent of U.S. households already buy bananas on a regular basis, the Westlake Village, Calif.-based produce giant 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.
Launched on Jan. 1, 366 Ways to Go Bananas in 2012 provides unique ways to enjoy a banana every day of the year. Fans can follow Dole Bananas on Twitter (@DOLEBananas; the 366-specific Twitter hashtag is #Go366) and Facebook to receive daily or weekly banana suggestions, respectively.
Among the ways consumers can show their banana love throughout 2012:
Day 52 (Feb. 21)” Order the Bananas Foster at Brennan’s in New Orleans. (The French Quarter restaurant created the famous flaming dessert in the 1950s.)
Day 78 (Mar 18): Treat your post-St. Patrick's Day hangover with a banana, nature’s Vitamin B6-rich hangover cure.
Day 154 (June 2): Celebrate National Trails Day by taking a banana with you on a hike. It’s nature's perfect nutrient-dense portable pick-me-up.
Day 238 (Aug. 25): Observe National Banana Split Day. The famous dessert celebrates its 108th birthday in 2012.
Day 271 (Sept. 27): Go to Pie n’ Burger in Pasadena, Calif., and order the Banana Creme Pie, which The New York Times says is the best in the United States
Day 285 (Oct. 11): Trade in the nicotine gum or patch for a banana to help stop smoking.
Day 357 (Dec. 22): Arrange a basket of bananas, apples, pears, pineapples and other fruit to make a quick, easy and healthy last-minute Christmas gift.
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.
Additionally, the company will work with retailers on in-store promotions, point-of-sale materials, sampling events and other programs, using its dedicated social media platforms, followed by a collective audience of more than 600,000 banana lovers, to get the word out.