WESTLAKE VILLAGE, CALIF. - In the new year Dole Packaged Foods is trying help consumers get back to the new normal with its newest Fruit Bowls campaign, Normal-ish. From the office and the gym, to date nights and alone time, families of all shapes and sizes can once again turn to fruit as the antidote to help with the “normal-ish” adjustments.
Building on its Fall Quaran-tensions campaign, the phrase 'Fruit Bowl' takes on multiple meanings in the campaign – a nod of agreement, an expression of frustration and a code word for almost anything, according to the company. For example, mom heads to "her office," dad to "the gym," and a couple to a "date night" all within the normal-ish confines of a semi-quarantined life.
"2020 was a year of unexpected learnings that have allowed us to see our consumers truly adapt and evolve. The second rendition of this work continues to look at real moments: diverse families with diverse realities, finding a way to make it through this normal-ish life as we know it now," said Rupen Desai, global chief marketing officer for Dole Packaged Foods. "Like the first iteration, these vignettes are meant to celebrate diversity, real life and how we feel. All with an appreciative nod to the fact that, as humans, we are resilient and can best navigate these times together, with a smile."
The campaign for Dole Fruit Bowls launches three new spots as well as an integrated digital and social media campaign. The extended campaign aims to strike a balance between humor and the real struggles and adjusted norms that all types of families face each day.