St Luke's

Client: Team Dole Sunshine Company
Product: Dole Sunshine Company
Title: Malnutrition Labels: Nutritional Ink
Media: OOH (6S, 4S, Adbike) – UK Only, YouTube (Skippable Trueview long-form video) – UK Only, Owned Social & YouTube - Global
Country: Out of Home - United Kingdom, Online content - Global (YouTube)
Date Of Campaign: 3/10/22

Background: Dole Sunshine Company is the world’s largest producer of fruit and vegetables, with purpose at its heart; they believe that good nutrition, like sunshine, should be available for all. Recently, the brand has highlighted issues relating to food insecurity and waste. This is genuinely purpose-driven work, not intended to sell more pineapples, but instead to raise important issues. Dole wanted to challenge the assumption that poor nutrition is only a problem in the developing world. Through research, we uncovered that over 3 million people in the UK are at risk of malnutrition – which isn’t surprising given that the UK eats more junk food than any other European country. To raise awareness, we crafted and printed posters using real fruit ink, placing them side-by-side with some of the UK’s most unhealthy snacks. Through the additional power of copy, we made a powerful statement on how unhealthy these foods can be.

Idea: Rationally, people know eating fruit & vegetables is more nutritious than eating junk food - but it’s a fact easily forgotten at a moment of weakness. So we reframed this problem by crafting and printing posters resembling food labels using real fruit ink, and then placed them side by side with some of the UK’s most nutritionally unhealthy snacks. Through the additional power of copy, we made a powerful statement on how unhealthy these food alternatives can be. The fruit ink production was a complex innovation, brought to life by leading experts in multi-sensory design, Bompas & Parr. We tested blending a range of fruit and veg waste to discover which combinations could be used. Once these “recipes” had been determined, we employed an independent nutritionist to evaluate the nutritional content of our inks, and to ensure that our posters only mentioned being “high in” certain vitamins and nutrients when the inks contained sufficient quantities of them. We then partnered with a leading fine art screen printer, spending months in testing. We trialled multiple fruit ink combinations and ink pulls using sustainable carrier substrate, ensuring that there was not only a significant nutritional content within each poster, but also vivid ink colours for each design. Our posters were created using FDA “Nutritional Fact” label guidelines, meaning that viewers would immediately recognise the label. We took nutritional information hidden on the back of products, and enlarged it for our outdoor posters, showing members of the public facts that they may not otherwise have known.Given their contextual placement, we could show that our posters had more nutritional value than the various snacks found at fast-food joints, snack-laden corner shops, food trailers, vending machines, and garage stores. Each poster was signed off with ‘Favour more Fruit’ and ‘#ChangeTheFacts’, encouraging people to visit Dole’s website to learn more about nutritional information. Although complicated in process, the simplicity of the design, shown at a large scale on our OOH posters, grabbed people’s attention when it mattered most - at the point of purchasing the “enemy snacks”.

Results: Through our tactical placements, we were able to capture people’s reactions and decision making - at times when it mattered most. As a purpose-led campaign for Dole, the KPIs were about making an impact beyond the paid media, raising awareness, and getting into culture – beyond building market share or sales. This was about getting people to stop and think again about what good nutrition means to them. We achieved an earned reach of 164 million impressions, on top of the paid media plan, and were featured in 323 articles across consumer and trade press. This delivered an equivalent media value $1.5 million – achieving real cut-through, and getting into the news agenda.