Dive Brief:
- Dole Food Company has partnered with Minecraft on a multiphase global campaign designed to inspire healthier lifestyles, according to a press release.
- “Make the World a Healthier Place” provides education on healthy eating habits, hydration and overall nutrition. The effort includes an exclusive Minecraft Character item, and the brand will also feature popular characters on its stickers and tags in real life.
- In-store displays and social media activations extend the reach of the collaborative campaign, which will continue into multiple phases. The effort runs from October 2025 through March 2026 in the U.S., Canada, Germany, Italy, Greece and the Netherlands.
Dive Insight:
With over 300 million copies sold and a hit movie to its name (plus a sequel on the way), Minecraft stands as one of the world’s most popular video game franchises. Even with the growing popularity of Roblox and Fortnite, the game remains a popular way for brands to reach consumers. Dole is betting big on the platform, with its latest campaign marking the first time the company has launched a marketing initiative in North America and Europe simultaneously.
“Make the World a Healthier Place” is meant to enforce the role nutritious foods play in powering daily performance. The campaign includes an exclusive Minecraft Character item where players can unlock a Dole Banana Hoodie for their avatar in-game by visiting a designated microsite and uploading a Dole Banana sticker or Dole Pineapple tag. The landing page also features a Dole peel-and-play digital sticker collection sheet, activity sheets, coloring pages and more.
In addition, Dole will release two waves of banana stickers and a pineapple tag featuring popular Minecraft characters. The first wave includes game characters such as Steve, Alex, the creeper, the Enderman and the chicken jockey, while the second wave will feature sheep, ocelots, bees, wolves and zombies.
The campaign also includes a handful of Minecraft-inspired recipes, like Golden Banana Ingots, Creeper Crusher Smoothies and Banana Bread Cake Blocks. In-store displays and social media activations round out the effort.
Dole joins a handful of brands that have recently linked up with Minecraft, including McDonald’s and Walmart. Dole saw revenue rise 14.3% year over year to $2.4 billion in the Q2 period ended June 30.
