Integrated Marketing: Dole Fresh Vegetables

Integrated Marketing: Dole Fresh Vegetables

In 2009, the packaged salad category was suffering from a case of the “blahs.” Earlier in the decade, bagged salad mixes had been one of the most dynamic, fastest-growing categories in the produce department, but that growth had long-since stalled.

• Dole introduced new packaging for its bagged salad line that helped educate shoppers and simplify their experience with the category.
• Marketing efforts included television ads, public relations, programs on social media sites, in-store campaigns, on-pack promotions and more, which helped reinvigorate the entire category.
• Find Your Inspiration campaign is engaging customers with new ideas, while encouraging them to share those ideas

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