Dole hires Swardlick for frozen fruit push

PORTLAND, ME: Dole has selected Swardlick Marketing Group to develop a campaign for the introduction of Dole Frozen Fruit. The integrated effort is scheduled to begin in January.

PORTLAND, ME: Dole has selected Swardlick Marketing Group to develop a campaign for the introduction of Dole Frozen Fruit. The integrated effort is scheduled to begin in January.

Dole Frozen Fruit represents the company's first foray into the frozen fruit category. In 2004, Dole purchased frozen food producer J.R. Wood and has spent the last year re-branding Wood's Big Valley frozen fruit product line to Dole Frozen Fruits.

Sue Till, marketing director of Swardlick's food and nutrition practice, noted that the goal of the campaign would be to change the perception of frozen fruit from a dessert item to an everyday staple.

"The messaging will convey that frozen fruit is just as nutritious as fresh fruit," Till said. "We'll also offer diverse usage ideas and tips on how to use it beyond dessert."

Paul Panza, Dole Packaged Foods' senior business manager for frozen fruit, noted that the campaign would include media relations, freestanding inserts, and in-store merchandising such as shelf talkers, freezer clings, and floor graphics. There will also be messaging in the produce section directing people to the frozen food aisles.

Dole will also run some focused seasonal promotions during the winter and summer as well as during National Frozen Food Month in March. Nutritional information and tips on various ways to use frozen foods will be available on packaging and on Dole.com.

No print or TV spots have been scheduled.

Some of the fruits currently available include blackberries, blueberries, dark sweet cherries, pineapple chunks, rhubarb, sliced peaches and whole strawberries.

Financial terms for the one-year agreement were not disclosed.

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