How do you move the needle for a company that supplies the top-selling single item in the supermarket and enjoys 98 percent brand awareness and 90percent household penetration?
You look for new ways, platforms – even dayparts – to get Americans to fall in love again with the world’s most popular fruit.
For DOLE Bananas, Amusement Park created various research-backed initiatives designed to increase per-purchase transaction size through new positioning and usage opportunities. “Go Bananas After Dark” sought to boost banana consumption beyond breakfast and lunch with new grilled, late-night and banana cocktail recipes and a national tour of banana-loving cities. This success led to season-specific extensions for the holidays (“Go Bananas for the Holidays”) and New Years (“2-A-Day for Better Health”), and a year-long campaign to reacquaint Americans with the fun and whimsy of the fruit (“Go Bananas Every Day” and “366 Ways to Go Bananas in 2012”).
To leverage new research showing that bananas provide the same energy replacement during and after exercise as sports drinks, we initiated the “Nature’s Original Energy Bar” campaign encompassing web, digital, social, PR and even the ubiquitous stickers on the fruit itself.
How we helped Dole Fresh Fruit