A healthy dose of sunshine, taken daily with a chuckle, is being prescribed by Dole Packaged Foods as the 100% fruit-in, juice-packed antidote for those daily “Quaran-Tension” moments. Using everyday families, it’s an entertaining, frank and humorous look at the “Quaran-Tension” situations that are becoming all-too familiar, as working from home has them juggling children, work, finances and relationships.
In the spots, the campaign uses Dole’s Fruit Bowls as a code word to circumvent some of the many familiar ‘Quaran-Tensions’ today’s consumers are dealing with – from close quarters and little to no social activity to multi-generational families under one roof and the need to sometimes drop an expletive or two.
“We are trying to live our purpose by offering Fruit Bowls with a side of humor as an alternative to unhealthy quarantine angst. Earning attention is a challenge for all brands” said Rupen Desai, Global CMO for Dole Packaged Foods. “Real Fruit for real Quaran-Tension moments is our way of demonstrating that we are listening and providing solutions for the consumer, with a twist. If advertising must be a party-crasher, this is us, hopefully, crashing with great wine and a memorable story.”
The campaign for Dole Fruit Bowls® will launch August 19, 2020 and begins with three film spots as well as an integrated digital and social media campaign.