CHARLOTTE, NC - “Magic is really very simple, all you’ve got to do is want something and let yourself have it.” These famous words spoken by the late Debbie Reynolds as Aggie Cromwell in Disney’s Halloweentown still resonate with me to this day—especially around this magical time. Dole Food Company is bringing consumers closer to the bewitching season as shoppers seek out creative ways to bring the holiday to life, and Bil Goldfield has just the potions and spells to hand out.
“Just as Halloween grows in popularity as a party and eating occasion among kids, teens, and adults, Dole is making this year’s holiday its biggest ever,” the Director of Corporate Communications tells me. “We recently launched the Dole Healthy Halloween Recipe and Resource Page, our largest-ever Halloween healthy asset to generate national attention through PR, social, and shopper marketing activities and drive Halloween fans into stores.”
The provider’s new Halloween-dedicated page includes Dole’s most popular Halloween recipes from years past, along with new and trendy dishes for this year’s celebrations and interactive party ideas. Dole is also leveraging its new page to encourage its retail partners to get in on the Halloween fun.
“We are specifically offering to arm store and produce managers, supermarket registered dietitians (SRDs), and others with recipes, serving suggestions, and creative assets from the page,” continues Bil. “Our goal is to work closely with them to develop customized point-of-sales (POS) and other in-store materials to drive incremental banana and all-produce traffic and sales this fall.”
The plethora of recipes brewed by Dole’s inventive development team is definitely drool-worthy. One marketing strategy that Dole has employed for its new-for-2022 recipes has been to keep up with current food trends to develop healthier, more produce-driven versions of classic Halloween dishes that are lower in sugar and calories without taking away the flavor and celebratory mood. Recipes such as Spooky Halloween Fruit Platter and The Witching Hour Fro-Whip are easy for shoppers to replicate and make an instant impression for any party.
“Dole has been successful in creating recipes, serving suggestions, and other materials that directly leverage the latest food and lifestyle trends, as well as our long-standing nutritional alliance with Disney, to create tangible ways for retailers to sell more DOLE® Bananas, Pineapples, Salads, and other fresh produce,” Bil explains. “Hocus Pocus 2 is one trending movie on consumers’ watch list, and our Spooky Movie Viewing Party is a great way to incorporate fresh produce with some frightening fun on any movie night.”
The producer’s Viewing Party activity features recipes and the “Frightfully Fresh Fruit and Veggies Touch Game” to engage viewers of all ages to reinforce everyday patterns of healthy living in a fun way. I assure you, there will be some shrieks and screams made, both with tricks and treats.
So, while ghosts and ghouls run “amok, amok, amok” out in the streets, lure consumers into produce aisles with some enchanting produce this Hallow’s eve.
