Dole partners with Disney for banana marketing campaign
It’s not always easy to create a buzz around a commodity as ubiquitous as the banana. But innovative retailers and their supplier partners know what it takes to add excitement to this most established category.
Charlotte, North Carolina-based Dole Food Co.’s recent in-store banana merchandising efforts include a partnership with The Walt Disney Company, Dole Healthy Heroes, Assemble!, said Bil Goldfield, director of communications for company business.
The nine-month independent living initiative features four phases of original Dole Banana stickers inspired by Marvel superheroes, including Thor, Dr. Strange, Black Widow, Scarlet Witch, Captain Marvel, Captain America, Spider-Man, Iron Man, Hulk and more.
The stickers led to web and social programs dedicated to Dole that provided fans with downloadable resources to encourage sticker collection, revenue development, and ultimately increased traffic and sales.
One of the highlights of the interactive social and digital assets, Goldfield said, was the Dole Banana Sticker Peel & Play Hero Book, a downloadable and printable digital piece available at www.dole.com/disney that encouraged Marvel fans. to collect all 23 stickers.
For the remainder of 2022 and into 2023, Dole will continue its efforts with new in-store sticker and merchandising programs with out-of-store themed digital expansions from other Disney-owned franchises.
As the world’s largest supplier of bananas, Dole takes the responsibility of leading the industry in marketing innovation and retailer support seriously, Goldfield said.
In recent years, this has often required a new way of thinking about merchandising.
“With limited banana sticker space and fewer retailers sharing POS signage, we’ve added increasing digital exposure,” Goldfield said. “We are now focusing more on integrated programs involving QR codes, web, social media, content development and PR to drive additional in-store traffic, and we are spending more time educating retailers on specific programs, from our partnership with Disney to seasonal promotions.
Dole has had great success with third-party partnerships and co-promotions, Goldfield added. The many healthy living campaigns the company has in place with Disney have helped Dole reach many banana-loving groups — and, unsurprisingly, all of these programs have featured Dole bananas prominently.