Dole Food Company is one of the world's largest producers of high-quality fresh fruit and packaged fruit products. Its canned pineapple juice competes with the likes of Del Monte; Dole wanted to promote this product further to gain market share.
Dole has some of the best fresh pineapples and bananas in the Philippines. In terms of fresh fruit it has strong market share and brand recognition. Their canned pineapple juice, however, is up against stiff competition from Del Monte. In rethinking its strategy, Dole needed a marketing push that not only reshaped the conversation around juice drinks but also specifically targeted young working millennials.
In a savvy move, Dole partnered with popular food delivery service Foodpanda and came up with a limited-offer promo to attract the lunchtime crowd through sampling. For every minimum purchase of P200 worth of food from select Foodpanda restaurants, customers receive a free can of Dole pineapple juice.
We sought to illustrate this promo through two fun digital posts. One GIF featured a smartphone with the Foodpanda app transforming into a Dole pineapple juice can, while a longer carousel ad outlined the promo’s mechanics with bright pastel visuals.
All in all, the Dole x Foodpanda promo successfully introduced young professionals to Dole pineapple juice and positioned the product as an all-natural lunchtime boost of energy.
