CHARLOTTE, NC - Packing up its products and hitting the road, Dole Food Company took a creative approach to get consumers interested in its lineup of DOLE® Salad Kits. Over the course of two months this past fall, the supplier carried out the Ahold Delhaize Dole Street Team Tour, visiting 99 Stop & Shop®, The Giant Company®, Giant Foods®, and Food Lion® supermarkets with a bright green food truck to promote its offerings.
“It was a privilege to partner with Stop & Shop, The Giant Company, Giant Foods, and Food Lion to showcase our expanded Chopped! salad kits and directly support our shared vision of healthy living through nutrition, especially a diet rich in fresh fruits and vegetables,” said Chuck Sardo, Director of Sales-East, Dole Fresh Vegetables. “Each stop incentivized local shoppers to explore their produce department as their go-to source for healthy and easy meal planning and preparation this fall and winter.”
The Ahold Delhaize Dole Street Team Tour took place over 64 days, with the team traveling nearly 6,000 miles to showcase the new, easy-to-prepare Dole Salad Kits in order to forge lasting impressions with East Coast shoppers. According to a release, the Tour also worked to promote the Ahold produce department as a go-to destination for all things health and wellness.
In total, the specially equipped green food truck stopped at 99 Ahold banner locations across nine states on the East Coast through November 7, 2021. At each of the stops, representatives from the Dole Salads Street Team gave out free branded premiums, recipes, and coupons for free and discounted DOLE Fresh Takes salad bowls as well as Chopped! and Premium salad kits.
Throughout the Tour, more than 9,380 reusable tote bags, bag clips, and tumblers were distributed, in addition to 19,700 DOLE Salad coupons. This is brand penetration at a new level!
As part of the event, Store and Produce Managers also greeted the Tour team and consumer at each stop. Over 250 hours of shopper and store associate interactions occurred with product sampling of more than 2,000 individual bags of Dole’s new Peppercorn and Buffalo Ranch Chopped! Kits.
Dole currently offers 68 packaged salad varieties including its popular Chopped! And Premium salad kit lines, mixes, and slaws. The company also has 15 ready-to-eat bowl salads, bringing its total salad offerings to 83.
Will Dole continue this unique marketing strategy, and if so, where will the Tour continue? Keep reading AndNowUKnow to find out.
