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Dole ‘Baby’ viral campaign

Agency: Five by Five

Client: Dole

Leading digital agency Five by Five has launched a viral marketing campaign for Dole, the world’s largest producer and marketer of high quality fresh fruit.

Already a well-known brand in Europe and the USA, Dole’s core objective is to raise the profile of the brand in the UK and to drive sales of Dole Fruit Pots, targeting busy working mums and discerning consumers looking for a healthy and convenient food choice.

Respondents to the viral campaign are encouraged to upload their own photographs and a photo of their perfect partner on the web site. The application then creates an image of their Dole Baby by combining the two pictures.

The baby’s image can be then be entered into the Dole Baby beauty pageant and an idyllic home movie is also created which the user can send to friends to introduce their new addition and give friends the opportunity to create their very own Dole Baby.

The campaign works around the ‘perfect match’ element of the Dole fruit and jelly/juice/parfait combination and encourages the target audience to share how they too have found their own ‘perfect match’.

The bespoke application works as a form of branded entertainment to communicate the ‘perfect match’ element of combining Dole fruit in a pot to create an accessible and healthy snack. This message is communicated throughout the campaign, and links from the bespoke site drive traffic to the brand’s main site

The site and application will be seeded out to the target audience via relevant high-traffic websites and portals through digital activity including online PR, seeding, advertising, Facebook social ads, GMTV sponsorship, email marketing and search marketing.

Managing Director of Five By Five, Steve Sponder, said, “This is a really engaging campaign that will create awareness of the Dole brand and drive sales for it’s products.

“Viral has grown up over the past few years and is now seen as a meaningful and extremely effective marketing channel. It’s all about creating consumer involvement with the brand and that engagement cannot be secured through traditional forms of ATL advertising for example.”

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