TV presenter heads up new marketing initiative
PACKAGED fruit brand Dole Sunshine Company has kicked off its summer marketing campaign, headed up by TV presenter Angellica Bell.
Bell, who is best known for her appearances on The One Show as well as winning Celebrity Masterchef, will become the face for the brand’s creative PR and social media campaign, which are set to run from now until spring 2025.
This partnership will be split into two campaigns that are designed to highlight the taste, quality, versatility and convenience of Dole’s Tropical Gold Pineapple and the brand’s snack pot ranges including Fruit and Cre*m as well as a the recently launched Dole Fruit in Jelly Kids pots.
Alongside this celebrity partnership, Dole will also be undertaking a summer sampling programme at events across the summer including Fearne Cotton’s Happy Place Festival in both London and Manchester.
Further to this, Dole will also be driving a social media initiative which will see pineapple added to traditional English Breakfasts with a hidden camera being used to film people’s reactions which will be supported by a media campaign estimated to reach over two million consumers.
Finally, Dole will also be working alongside a wide variety of food influencers who will shout out about the brand’s range and keep it at the forefront of UK consumers’ minds.
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 important 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 partnerships 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 a former winner of BBC’s Celebrity Masterchef, Angellica fits the bill perfectly.”
