The Dole Sunshine Company has partnered with TV presenter Angellica Bell on a major consumer campaign highlighting its range of fruit products.
The partnership sees Bell, best known for The One Show and winning Celebrity MasterChef, becoming the face of the brand’s campaigns which will run through to spring 2025.
There will be two campaigns highlighting Dole’s Tropical Gold Pineapple and its snack pot ranges.
The supplier will also be working with food influencers and will stage a sampling campaign at Happy Place Festival in London and Manchester.
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Next up will be a major social media drive where Dole will team up with a café to secretly add pineapple to a traditional English Breakfast while a hidden camera will film people’s reactions, supported by a media campaign reaching over two million consumers.
Gareth Roberts, UK country sales Manager at Dole, said: “We are so excited to announce this summer’s major marketing plan which will not only get consumers talking but most importantly also drive them in-store to purchase. And to further help drive those purchases we’ll be supporting the brand with in-store activations and price promotions with many of our major retail partners over July and August.
“The celebrity partnership is particularly exciting and a first for Dole, as we were keen to work with someone who was recognised as energetic, fun and smart but also with great food credentials, so as a former winner of BBC’s Celebrity MasterChef, Angellica fits the bill perfectly. Healthy fruit snacks are only going to continue to grow in importance, so we’d advise all retailers to stock up and enjoy the fruits of our campaign.”
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