Westlake Village, California-based Dole Packaged Foods LLC has released its latest campaign spotlighting its Fruit Bowls snacks titled “Hold My Fruit Bowl.”
A kid-friendly riff on the viral “Hold My Beer” meme, the spots shine a light on kids doing spectacular things thanks to “superpowers” they’ve received from snacking on Dole’s Fruit Bowls.
One ad spot features a group of campers who are lost in the woods. A brave camper declares, “Hold My Fruit Bowl,” and calls for a hawk to give directions back to safety, showing up an overly confident fellow camper and a befuddled troop leader.
Another ad spot shows a daughter skipping rocks with her father. After saying, “Hold My Fruit Bowl,” she hands her snack to her mom and effortlessly slings a stone all the way across the ocean.
The marketing campaign aimed at parents with school-aged children, “Hold My Fruit Bowl” strives to bring a sense of empowerment to youth when they fuel up with Dole Fruit Bowls.
The spots were built on the foundational insights that six in 10 parents say their kids request fruit cups. Consumers want snacks that are fun to eat and add excitement to their daily diet.
The campaign also reinforces the functional benefits of Dole Fruit Bowls.
“We aim to live up to our brand promise in all of our actions, whether that be taking steps to reduce our carbon footprint to create a better and more equitable world, innovating new and existing products to be more nutritious and accessible or creating ads that empower the younger generation,” said JC Dalto, president/managing director, Americas for Dole Packaged Foods LLC.
“The pandemic has disrupted kids’ daily lives, pulling them out of school and away from their friends. Our goal of these ads is to inspire youth and show them anything is possible.”
To view the ads and other videos, visit Dole’s YouTube channel.
For more information, visit dolesunshine.com.