DOLE Apples Mini-CampaignZach BuengerHollie FarrahiSloane HardmanKyle LarsonLindsay McNeeseBrooke RiderChelsea Theno
DOLE APPLES: The Storm of Brains
- o Top-of-mind snack foods?
C Chips, granola bars, fruit
D What do you look for in a snack?
D What do most people look for?
c Nutritional value
C Quick, easy-to-prepare, low cost
D What's a simple, well-known snack that doesn'tcompromise on nutritional value?
c APPLES
D Desired product personality: classic, simple, healthy
® Food Company, Inc.___ I
D A Fortune 500 companyo Hawaii, 1851D "The world's largest producer and marketer of high-
quality fresh fruit and fresh vegetables"D· Presence in over 90 countriesD Average employment worldwide
c 36,000 full-time, regular employeesC 23,000 full-time seasonal or temporary employees
Fresh Fruit and Vegetable Market
-D The Market
c Highly concentrated market dominated by largesupermarket chains• Wal-Mart, Safeway and Kroger
D The Playersc Dole Food Company, Inc. ($6.78 million)
C Fresh Del Monte Produce, Inc. ($3.50 million)
C Chiquita Brands International, Inc. ($3.47 million)
D The Key StatesC New York, California, New Jersey and Florida
TARGET AUDIENCE: Moms
o At least one child underage 10
o Living in A counties andsome B counties
o Highly involved and verybusy,whether employed orunemployed
o Passionateabout givingtheir children the best
-DEMOGRAPHICS PSYCHOGRAPHies
o First-time mothers, ages25-40
Moms are busy, but they have time to tell us...
-1. What is your go-to snack food for your child/children?
10 I9 -l-
8V'l 7~ 6c:o 50..
~ 4a::: 3
~ ..Io f
--1--1-1--1--1-.--11------11---. J ! J
2. When considering snack food options,what quality is most important to you?
14
12
10 ~VIQ)VI 8c0o,VI 6Q)
tX:
4
2 ~,'-
0Nutrition Taste/Child
ApprovalPrep Time/
ConvenienceCost
Juicy
PinkLady
Red
Sweet
LastingCrisp Organic
HEALTHY
Fuji
Awesome Fruit
I
PeanutButter
Good
Yummy
RedDelicious
Slices
3. Whenyou thinkabout anapple,what's thefirst wordthat comesto mind?
4. What do you associate with DOLE?
-12
10Vl 8OJVlC0 6Q..VlOJ 4 --~
o -
Key Insight?-
o OUR GOAL: CONNECT MOMS TO DOLE APPLES
o Fresh fruit is not usually advertised at the retail level
o DOLE is the leader in the fresh fruit market, butMoms don't associate the brand with apples.
o Moms look for nutritional value first in the snacks theybuy for their children.
Design Rationale
-D Tight billboard series to cut though the clutter
D Simple product, simple design
D Mostly A Counties, some BD Metropolitan areas
D Billboard placement not limited to side of road
D ExtensionsD Simple and attention grabbing
D Extra impact
Works Cited-
o DOLE Company Website
D b.!!.P://www.dole.com/AboutDole/tabid/1255/Default.as~
o Business and Company Resource CenterD b.!!.P://bit.ly/drrPOB
o Business Source Premier
D h!!P://bit.ly/ aZDZtT
o Hoovers
D b!!P://bit.ly/9sFhKqo Ryan Easter, Sage Fruit marketing representative
If youthought
just did
thinkagain.
caring moms think
If youthought,......• '
Top Related