Dole Packaged Foods Rolls Out Unique Fruit Bowl Campaign
- by Jordan Okumura
WESTLAKE VILLAGE, CA - While stuck in quarantine, there have been challenges that we’ve seen coming, but there are some that we never fathomed. For many families, being under the same roof for such a long period of time can lead to some sticky situations. The team at Dole Packaged Foods recognized the potential for “Quaran-Tension,” as they have deemed it and flipped the script, launching a hilarious, but very real, commercial campaign for its Dole Fruit Bowls®.
“We are trying to live our purpose by offering Fruit Bowls with a side of humor as an alternative to unhealthy quarantine angst. Earning attention is a challenge for all brands,” said Rupen Desai, Global CMO. “Real Fruit for real ‘Quaran-Tension’ moments is our way of demonstrating that we are listening and providing solutions for the consumer, with a twist. If advertising must be a party crasher, this is us, hopefully, crashing with great wine and a memorable story.”
The commercials started airing on August 19, and feature a variety of laughable situations that people everywhere are now encountering. According to a press release, Dole wanted to capture the new reality of a pandemic family, and some of the new challenges that have arisen. Whether it’s being cooped up with little to no social interaction outside of the home, or multi-generational families all under the same roof, there is no telling what could happen.
In the spotlights, Dole reimagines the family dynamic by repurposing Dole’s Fruit Bowls as a code word to get around some of the “Quaran-Tension” feelings that various families are dealing with. Whether it’s used as a clever expletive or a way to bring up touchy subjects, Dole understands what consumers are facing, and it’s offering up a creative, sales boosting solution.
As the quarantine continues to change the perspective of companies everywhere, what creative new approaches will we see to marketing and connecting with consumers? Stick with ANUK as we update you on all of the latest.