SOURCE: DOLE

Dole

July 10, 2012 15:34 ET

Dole Shows Off Its Summer "Salad'tude"

DOLE® Salads Teams With Felicity Huffman to Challenge Summer Salad Lovers to New Levels of Healthful Indulgence

MONTEREY, CA--(Marketwire - Jul 10, 2012) - Dole (www.dole.com/salads) is letting consumers know that it's OK to be just a little selfish in their quest to make their perfect salad this summer.

The company, one of the world's largest providers of fresh-cut, packaged salad, has enlisted the services of an Emmy-winning actress, Felicity Huffman, to motivate Americans to new heights of indulgence -- at least when it comes to their summer salad-making.

DOLE® Salad'tude™ is an integrated marketing program that encourages the nation's millions of salad lovers to take their passion for salad creation one step further -- to the point of thinking of salad as an opportunity for personal extravagance and escape. There are endless possibilities in salad-making and Dole wants consumers to open their salad bowls -- and their minds -- to make the absolute perfect salad for themselves.

"We're encouraging salad lovers to adopt a 'salad state of mind' this summer -- and giving them the license to practice a new attitude of healthy salad self-indulgence," explained Chris Mayhew, VP of marketing for Dole Fresh Vegetables. "This means combining those fresh ingredients and flavors you crave the most, whether everyday or unexpected, with a little imagination and pizzazz to create your own salad masterpiece. The result can be pure enjoyment of a perfectly crafted salad, and those rare moments of personal and culinary contentment we call 'Salad'tude.'"

The multimedia campaign, which heats up for the summer, comes on the heels of successful 2011 partnerships with a host of non-food celebrities designed to position salad as a unique opportunity for in-kitchen creativity, inspiration and personal expression. This year's theme of Salad'tude widens that definition even further to include themes of wholesome pampering and togetherness.

"Salad'tude is all about helping salad users tap into their love for creating and enjoying their ultimate salad -- either alone or shared with family or friends as part of a salad celebration," Mayhew said.

For learn more about Dole Salad'tude, go to www.dole.com/salads or www.facebook.com/DOLESaladGuide.

About Dole Foods
Dole, with 2010 net revenues of $6.9 billion, is the world's largest producer and marketer of high-quality fresh fruit and fresh vegetables, and is the leading producer of organic bananas. Dole markets a growing line of packaged and frozen fruit and is a produce industry leader in nutrition education and research.

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