Supermarket Perimeter - November 2022 - 38

Produce
BANANAS
BY ANDY NELSON
IT'S NOT ALWAYS EASY TO CREATE BUZZ AROUND A
COMMODITY AS UBIQUITOUS AS BANANAS. But innovative
retailers and their supplier partners know what it takes to add
excitement to this most established of categories.
Recent in-store banana merchandising efforts from Charlotte,
N.C.-based Dole Food Co. include a partnership with The Walt
Disney Company, Dole Healthy Heroes, Assemble!, said Bil
Goldfield, the company's director of corporate communications.
The nine-month, empowered-living initiative includes four
phases of original Dole Banana stickers inspired by Marvel Super
Heroes, including Thor, Dr. Strange, Black Widow, Scarlet Witch,
Captain Marvel, Captain America, Spider-Man, Iron Man, Hulk
and more.
The stickers led to dedicated Dole web and social programs that
offered fans downloadable assets to encourage sticker collection,
recipe-development and, ultimately, increased traffic and sales.
One highlight of the interactive social and digital assets,
Goldfield said, was the Dole Banana Sticker Peel & Play Hero Book,
a downloadable, printable digital piece available at www.dole.com/
disney that encouraged Marvel fans to collect all 23 stickers.
For the rest of 2022 and in 2023, Dole will continue the effort
with new in-store sticker and merchandising programs with out-ofstore
digital extensions themed to other Disney-owned franchises.
As the world's No. 1 banana supplier, Dole takes seriously the
responsibility to lead the industry in marketing innovation and
retailer support, Goldfield said.
In recent years, that's often required a new way of thinking about
merchandising.
" With limited sticker real estate on bananas and fewer retailers
sharing POS signage, we've added increasing digital exposure, "
Goldfield said. " We're now more focused on integrated programs
involving QR codes, web, social, content-development and PR
to drive incremental store traffic, and we're spending more time
educating retailers about specific programs, from our partnership
with Disney to seasonal use promotions. "
Dole has had great success with third-party partnerships and
co-promotions, Goldfield added. The numerous healthy-living
campaigns the company has implemented with Disney have helped
Dole reach many groups of banana lovers - and, not surprisingly,
all of these programs have prominently featured Dole bananas.
38 - NOVEMBER 2022
supermarketperimeter.com
DEL MONTE, DOLE
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Supermarket Perimeter - November 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - November 2022

Supermarket Perimeter - November 2022 - Intro
Supermarket Perimeter - November 2022 - 1
Supermarket Perimeter - November 2022 - 2
Supermarket Perimeter - November 2022 - 3
Supermarket Perimeter - November 2022 - 4
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