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In this evolving digital world, more and more people are living their lives through backlit screens. As with media changes before it such as the switch from radio to television, the switch from printed and traditional media to innovative and digital is inevitable.

In this Dole campaign, the target is 5 to 7 year olds who have always grown up with a computer at their fingertips. These digital natives don’t interact with a print world but rather need to be communicated with in their interactive vernacular and in new innovative media that is part of their world.

This incentive-based better nutrition program will provide concrete gaming rewards for reinforced healthy eating habits.

“The medium is the message.”

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Consumer problemFruits and vegetables are boring and not as exciting as other food or snack choices.

ObjectiveWe want to make fruits and vegetables the snack re-quested by our target and their mothers.

TargetChildren ages 5 to 7 who are growing up in the digital world and are somewhat picky eaters and their parents.

InsightThe desire to satisfy your hunger and need to be enter-tained.

Consumer Benefit/MessageFruits and vegetables are and lead to fun.

SupportDole will reward you with fun and games for the more fruit you eat.

ToneWhat is the tone and manner of the brand?Young, Cute and Fun

Creative Brief :Dole Fruits and Vegetables