Dole has rolled out an integrated marketing campaign that urges consumers to be as indulgent as they wish in preparing their perfect salads in 2012. To help get the message across, the Monterey, Calif.-based provider of fresh-cut, packaged salad has recruited Emmy-winning actress Felicity Huffman to motivate Americans to get their salads on.
“We’re encouraging salad lovers to adopt a ‘salad state of mind’ in 2012 -- and giving them the license to practice a new attitude of healthy salad self-indulgence,” noted Ronda Reed, 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 encompasses celebrity endorsements, salad celebrations and exclusive social media involvement with digital promotions offering trips to California and other places as prizes. It comes in the wake of successful 2011 partnerships with a range of nonfood celebrities, among them Candice Olson, Clinton Kelly and Cheryl Burke, with the aim of positioning salad as a prime opportunity for culinary creativity, inspiration and personal expression. This year’s Salad’tude theme expands that definition to include the ideas 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,” explained Reed.
Huffman will star in a series of online and traditional ads that invite salad users to experiment with Dole’s 38 salad blends and all-natural kits. She’ll also host media events and appearances, in addition to the Show Your Salad’tude Sweepstakes, an online opportunity for one participant to win a trip for five to Monterey, Calif., for the ultimate salad-indulgence experience, including dinner with the actress herself.
Additionally, during February, Huffman will invite consumers to host their own salad parties where they can create and share their perfect salads while enjoying time together with their friends.
Salad’tude will be supported by a comprehensive digital media campaign, in-store materials, consumer promotion, mobile and social media marketing and PR. The program is part of Dole’s wider mission to boost consumption of fruits and vegetables to improve Americans’ nutritional health and help to reverse several adverse health trends.
Certain elements of the Salad’tude campaign this month, including digital ads, blogger communications and the Dole Salads Facebook and Web pages, will refer to Feeding America. A Feeding America partner, Dole Fresh Vegetables made a one-time incremental donation to the Chicago-based hunger-relief organization, timed to the launch of the campaign.