THE ASK

With Dole’s key demographic changing, they needed to pivot their packaging to align with the values of a younger generation. Dole Fridge Packs is a new product designed with Gen Z in mind, centered around the idea of re-usability and healthy eating. Dole wanted us to create the campaign to launch it into market.

THE SOLUTION | TAKE YOUR MEALS FROM BASIC TO EXTRA

Our campaign harnessed the language of our demographic, leaning in to their playful slang and showing how every day meals can go from drab to absolutely fab by adding fruit. With that, the biggest challenge we were up against was the budget — so to keep costs low, we did an in-house shoot and thought of ways to make the same assets seem unique to the media placement.

We had an abundance of unique placements across digital out of home, Instagram/Snapchat stories, social in-feed videos as well as Pinterest static posts.

On social, our carousel units highlighted the key benefits of the new packaging. From boomerangs showing the opening and closing of the lid, to quick animations that show meal transformations to drive to recipes.

AD | Priscilla Karamzadeh
TEAM | Nathan Crow + Adam Lowrey (CD), Jessica McEwan (CW)