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The Westlake Village, Calif.-based Dole brand has launched its “Peel the Love” initiative, which includes new banana recipes, serving, pairing and entertaining suggestions, as well as an expanded social media presence designed to capitalize on Dole’s almost 600,000 banana-loving Facebook and Twitter followers.
“In addition to their well-documented nutritional benefits, including new studies establishing them as an important energy source, bananas are also a lot of fun,” said Bil Goldfield, communications manager of Dole Fresh Fruit. “This campaign seeks to remind Americans of the simple pleasures of the fruit through a host of new recipes, pairing and serving suggestions suitable for both day-to-day and special occasions.”
Dole is focusing its messaging on health-, fitness- and lifestyle-oriented consumers nationwide and will partner with retailers and third-party brands to create traditional and digital tactics in that regard. Greater use of social media, including Facebook ads, promotions and videos, are designed to help the brand leverage its Facebook fan base.
On the PR side, Dole will continue to educate registered dieticians, supermarket nutritionists, food bloggers and other influentials about the health, taste and convenience advantages of bananas through media appearances, tastings and educational summits. The brand will also continue its celebration of “National Banana Split Day” on Aug. 25, 2013, through blogger promotions and a partnership with Latrobe, Pa., the official birthplace of the iconic dessert.
Additionally, from Memorial Day through Labor Day, Dole will take its Peel the Love program on the road to cities across the country. A brightly colored “Peel the Love” food truck, created specifically for the tour and staffed by healthy eating advocates, will stop at supermarkets, parks and other public and private venues to dispense samples, recipes, serving suggestions and information. Included in each city will be stops at schools, food kitchens and other nonprofits.
Banana-lovers will be able to learn more about Peel the Love, and track the progress of the Peel the Love Food Truck and other program elements, on the Dole Bananas website, Facebook and Twitter pages in May.