Dole highlights ?Find Your Inspiration? campaign with mobile components
Dole is using mobile advertising and QR codes to engage consumers in its salad-specific ?Find Your Inspiration? multichannel campaign.
The company has teamed up with fashion commentator and host of ?What Not to Wear? Clinton Kelly for the campaign. Dole claims that this is its largest salad-specific marketing campaign in history.
Dole markets a growing line of packaged and frozen fruit and is a produce industry leader in nutrition education and research.
The campaign includes digital and mobile advertising, in-store promotions, coupons and consumer sweepstakes.
The company is also using a dedicated Facebook, Twitter and YouTube page.
The campaign inspires consumers to new heights of in-kitchen creativity using Dole's line of 38 salad blends and kits.
Additionally, the campaign includes a 10-week phase is an online search for the country's most stylish salad, which challenges salad fans to use all the tenets of fashion ? patterns , textures and colors ? to create their most fashionable lettuce-based masterpiece.
Bar codes galore
Dole is using QR codes and short codes on its point-of-sale materials that link salad shoppers directly to new product recipes, pairings, nutrition and other information.
In addition, consumers who want to enter Clinton Kelly's "Stylish Salad Sweepstakes," can submit a recipe and photo of their most stylish salad and fill out an entry form at http://www.dole.com/salad before Sept. 26, 2011.
A daily winner will also be randomly drawn each day through Sept. 26, 2011, and awarded a $100 American Express gift card.