DOLE Apples Mini-CampaignZach BuengerHollie FarrahiSloane HardmanKyle LarsonLindsay McNeeseBrooke RiderChelsea Theno

DOLE APPLES: The Storm of Brains

- o Top-of-mind snack foods?

C Chips, granola bars, fruit

D What do you look for in a snack?

D What do most people look for?

c Nutritional value

C Quick, easy-to-prepare, low cost

D What's a simple, well-known snack that doesn'tcompromise on nutritional value?

c APPLES

D Desired product personality: classic, simple, healthy

® Food Company, Inc.___ I

D A Fortune 500 companyo Hawaii, 1851D "The world's largest producer and marketer of high-

quality fresh fruit and fresh vegetables"D· Presence in over 90 countriesD Average employment worldwide

c 36,000 full-time, regular employeesC 23,000 full-time seasonal or temporary employees

Fresh Fruit and Vegetable Market

-D The Market

c Highly concentrated market dominated by largesupermarket chains• Wal-Mart, Safeway and Kroger

D The Playersc Dole Food Company, Inc. ($6.78 million)

C Fresh Del Monte Produce, Inc. ($3.50 million)

C Chiquita Brands International, Inc. ($3.47 million)

D The Key StatesC New York, California, New Jersey and Florida

TARGET AUDIENCE: Moms

o At least one child underage 10

o Living in A counties andsome B counties

o Highly involved and verybusy,whether employed orunemployed

o Passionateabout givingtheir children the best

-DEMOGRAPHICS PSYCHOGRAPHies

o First-time mothers, ages25-40

Moms are busy, but they have time to tell us...

-1. What is your go-to snack food for your child/children?

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2. When considering snack food options,what quality is most important to you?

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0Nutrition Taste/Child

ApprovalPrep Time/

ConvenienceCost

Juicy

PinkLady

Red

Sweet

LastingCrisp Organic

HEALTHY

Fuji

Awesome Fruit

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PeanutButter

Good

Yummy

RedDelicious

Slices

3. Whenyou thinkabout anapple,what's thefirst wordthat comesto mind?

4. What do you associate with DOLE?

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Key Insight?-

o OUR GOAL: CONNECT MOMS TO DOLE APPLES

o Fresh fruit is not usually advertised at the retail level

o DOLE is the leader in the fresh fruit market, butMoms don't associate the brand with apples.

o Moms look for nutritional value first in the snacks theybuy for their children.

Design Rationale

-D Tight billboard series to cut though the clutter

D Simple product, simple design

D Mostly A Counties, some BD Metropolitan areas

D Billboard placement not limited to side of road

D ExtensionsD Simple and attention grabbing

D Extra impact

Works Cited-

o DOLE Company Website

D b.!!.P://www.dole.com/AboutDole/tabid/1255/Default.as~

o Business and Company Resource CenterD b.!!.P://bit.ly/drrPOB

o Business Source Premier

D h!!P://bit.ly/ aZDZtT

o Hoovers

D b!!P://bit.ly/9sFhKqo Ryan Easter, Sage Fruit marketing representative

D reaster@sagefruit.com

If youthought

just did

thinkagain.

caring moms think

If youthought,......• '