A multiyear campaign created by Amusement Park is helping North Americans take a more active role in their own nutritional well-being.
The first year of the agency’s “Get Up and Grow!” initiative launched in February for client Dole Food Company of Westlake Village, Calif., has already paid dividends as part of the fresh produce provider’s long-term mission to increase the public’s nutritional health and create a happier, healthier world.
Resulting in more than 4.5 billion media impressions to date, the transmedia effort encompasses creative, social media, digital, trade advertising, experiential, PR, blogger and social influencer tactics, and represents an integrated, all-Dole initiative that brings together Dole Fresh Fruit, Dole Fresh Vegetables and the Dole Nutrition Institute.
“Obesity rates rise while the percentage of North Americans getting enough fruits and vegetables continues to decrease,” said Dole Director of Communications Bil Goldfield. “As one of the world’s largest providers of fresh produce, we believe we have an obligation to provide the resources, knowledge and tools needed for Americans and Canadians to make a positive change in their diets – and in their lives.”
Building upon Dole’s success with other recipe and sampling tours, Amusement Park developed a year-long support plan to impact consumer behavior in the home, in stores and on the road. The highlight was a retailer tour which brought recipe samples and hands-on activities to 464 supermarkets across the U.S. and Canada between May and October.
The public was introduced to Get Up and Grow! through a dedicated microsite that offered the public five ways to participate. Consumers could submit their own personalized healthy-living pledge, enter a rewards program offering incentives for healthy choices, download fruit and vegetable recipes, access wellness tips and research from Dole Nutrition News, and check-in on the Get Up and Grow! North American Tour.
Amusement Park supported the campaign with paid and social media programs, trade advertising and local PR and blogger efforts designed to push shoppers to participating retailers.
“Dole is the type of values-based client that aligns perfectly with Amusement Park,” said Amusement Park President Ed Collins. “We were able to work closely with the Dole team to create a fresh, fun brand experience that, in addition to increasing supermarket traffic, compelled consumers to make healthy choices and positive life changes.”
Get Up and Grow! by the Numbers
Dole’s “Get Up and Grow!” represents a collaborative agency effort: