Dole Packaged Foods Europe, one of the leading ambient fruit dessert brands is set to drive sales of its Fruit & Juice, Fruit & Jelly and Fruit & Rice ranges over the key summer months with a major sampling and digital media programme.
The first to put pineapple into cans and into plastic pots, Dole aims to hit in excess of 1 million consumers from May to July with its national promotional programme. Key hot spots around Manchester, Liverpool, the Midlands and London will be reached via regional newspaper sampling and couponing activity. Women’s, health and lifestyle websites will be targeted with specific money-off promotions to drive consumers into store and save on its innovative range of potted fruit desserts and fruit in jars.
To communicate Dole’s expertise in developing perfect fruit combinations the brand has created a bespoke site www.dolebaby.com. This fun and novel site allows visitors to create a ‘Dole baby’ through their own perfect pairing and at the same time download money-off coupons across the Dole portfolio.
“Consumers tell us that they want better value without compromising on taste and quality,” says Harvey Aaron, Sales Director Northern Europe, Dole Packaged Foods Europe. “Given our heritage as a pioneering and premium fruit brand we believe we are best placed to provide the category with top quality fruit at a competitive price in a format that consumers can enjoy.
“This marketing support campaign combined with robust retailer specific plans puts us in a strong position to create brand and category growth. We offer a wide range of high quality fruit products including ready to eat fruit desserts and by tailoring our campaign to meet the needs of the consumer during these testing times we are confident we can drive rate of sale.”
In addition Dole is turning its attention to its canned products, in particular canned pineapple which remains the flagship line. “There has never been a better time to raise awareness and drive distribution of our Tropical Gold canned range. Our consumers tell us that Dole’s new sweeter canned pineapple is the best quality on the market and at 56p for 227g and £1.11 for the 567g, it’s great value too. Our canned Tropical Fruit mix in light syrup also comes in two sizes, 227g and 432g.”
Dole’s Fruit & Rice, Fruit & Jelly and Fruit & Juice ranges are available in 4-pack at £2.23. The fruit in jars range at £2.23 is available in four variants – Pineapple and Tropical Fruit in fruit juice with Mandarins and Peaches in light syrup. Most of the Dole range is a source of vitamin C while its Fruit & Juice range count towards your five a day.
Dole, Fruit the way you like it!
Dole Packaged Foods Europe www.dolebaby.com
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