SOURCE: Dole Foods

Dole Foods

May 04, 2011 08:00 ET

Dole® Partners With Artists and Designers to Help It Inspire Salad Users

Candice Olson, Host of "Candice Tells All" on HGTV, Is the First to Be Featured in New Campaign Breaking Today

MONTEREY, CA--(Marketwire - May 4, 2011) - America's salad lovers are as excited about making their salads as they are in the final result. And many of them fancy themselves as true culinary artists.

These were the findings that led to a new DOLE® Salads marketing campaign that uses professional celebrity artists from various non-food genres to inspire consumers to new heights of culinary creativity using Dole's line of 38 salad blends and all-natural kits. Breaking today, Dole's "Find Your Inspiration" campaign stars Candice Olson, host of "Candice Tells All" on HGTV, as the first in a series of non-food VIPs who apply their distinctive art form to salad creation.

Candice was selected by Dole because of her love for salads and the strong affinity that salad enthusiasts have for her and HGTV. Other artists to be spotlighted in the campaign will include fashion designers, musicians, photographers and dancers.

"Since salad-making is truly a form of art, Dole wanted to explore how some of the best-known professional designers and artists express themselves in the kitchen," explained Ronda Reed, vice president of marketing for Dole Fresh Vegetables.

One of the largest salad-specific marketing campaigns in Dole history, "Find Your Inspiration" will combine extensive digital and mobile advertising, in-store promotions, coupons and a consumer sweepstakes with dedicated Facebook, Twitter and YouTube pages spotlighting the celebrity artists.

Other campaign elements include Quick Response (QR) and Short codes on Dole POS materials that link salad shoppers directly to new product recipes, pairings, nutrition and other information, and a PR program that features Candice Olson appearances on local TV stations across the U.S.

According to Reed, the comprehensive, research-driven campaign has been in development for months and is one of the first for Dole and the produce industry to focus as much on the art of salad-making as on the finished product itself.

"We found that today's packaged salad consumers are most passionate about salad creation, and see an empty plate or bowl as the blank canvas and the lettuce and salad ingredients as their tools for creation," added Reed.

A highlight of the new campaign is Dole's Inspired Kitchen Sweepstakes, which gives packaged salad and culinary enthusiasts the chance to win a one-on-one kitchen design inspiration session with Olson in her home city of Toronto, Ontario, and up to a $50,000 kitchen remodel budget to implement the inspired results.

Three second-place winners will be sent to a Culinary Institute of America (CIA) campus in New York, California or Texas for a five-day CIA "Culinary Boot Camp Basic Training" cooking vacation which includes round-trip transportation, accommodations, course tuition and materials, and a special CIA cooking toolkit.

To enter, participants need to complete an entry form at www.dole.com/salads, between April 25 and July 15, 2011. No purchase is necessary. Winners will be chosen on or about July 31, 2011, and are subject to Dole and judges' final discretion.

For more information on DOLE Salads, including recipes, serving suggestions and nutritional information, go to www.dole.com/salads.

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.

Contact Information

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