Staking a Claim in the Plant-Based Movement
CSSI helped position Dole Foodservice as an OG of the plant-forward movement, with products perfect for operators looking to enliven their menus.
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The Point
Setting the Standard
We wanted to reinforce Dole’s legacy as a category leader. Who better to claim the role of plant-forward expert than the premiere name in fruit?
The Plan
Don’t just tell me, show me
By showcasing globally inspired, fruit-forward recipes, we could connect Dole’s products and operational solutions to the bigger plant-based picture. Featured recipes would be colorful, mouthwatering and appealing across foodservice channels.
The Idea
Plant-forward? It’s in our roots.
We created a simple, fun campaign theme that positioned Dole as the original category expert in plant-based cuisine, which could extend into menu ideas, chef tips and product solutions to inspire operators.
The Payoff
The power of plant-based
Both print and digital tools were developed to reinforce the story of Dole as a plant-forward leader. The advertising campaign led users to a landing page for exclusive content, including recipe guides and videos, which helped Dole establish a database of customers for further communication and outreach.
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