Company owner Murdock provides the inspiration for campaign issues

16/04/2015 — HAMBURG, Germany — (BUSINESS WIRE)

With its “Dole Earth” program, Dole Europe has already shown consumers the broad commitment of its entire organisation to social engagement. This year the brand is again demonstrating its innovative side. Since mid-April it has been highlighting the significance of committing to a consistently healthy lifestyle for a long and fulfilling life – in a word, longevity – through its “My Energy” campaign. The key element of this consumer campaign is the specially developed “Energy Code” which crystallises the core aspects of longevity, i.e. a healthy diet, exercise and a genuinely heartfelt wish or goal. In all of its activities, the company attaches great importance to the intensive networking of its communication channels.

At the age of 92, Dole owner David H. Murdock is living proof of the fact that pursuing a passion is vital to those seeking to forge positive lives. The energetic entrepreneur has grand visions, particularly in the area of research. In 2005 he founded the North Carolina Research Campus (NCRC) – where the Dole Nutrition Institute is also located – which has already started producing unique work. Murdock is providing funds of $15 million per year to expand his vision of transforming the NCRC into the leading nutritional research centre in the USA and – in the long term – of exporting its expertise from Kannapolis to every corner of the globe. Murdock’s own lifestyle is testament to how the Dole scientists’ research can be put into practice. In his own charismatic way, the entrepreneur personifies the content of “My Energy” in line with the motto “Eat yourself healthy, exercise regularly and find a goal to pursue in life.”

Expanded website with even greater thematic diversity

The place to start for interested consumers is the Dole website www.dole.eu which, with its “My Energy” section and an integrated blog, has simultaneously launched two new features. For the first aspect of the “My Energy” campaign, everything revolves around the three elements of the “Energy Code”. Alongside emotional videos and portraits from within the company, Dole has included insights into the work of the Dole Nutrition Institute on the website. Interactivity is a key component of the program. German energy expert Ulrich Bauhofer developed an online test to help people optimise energy management in their everyday lives.

Beyond this, Dole’s comprehensive blogging portal – where guest authors are able to post their views – will be featuring additional detailed information throughout the campaign period. With changing focuses during the different phases, the brand will be offering new content on holistic lifestyles to its readers every week. The articles centre around the results of research conducted by Dole scientists, well-substantiated and proven background information on aspects of nutrition and exercise, and simple everyday tips for a healthier lifestyle. Throughout the year Dole will be supporting this, and all the other campaigns, with features on the brand’s own Facebook page. As in its other communication channels, the emphasis here is on edutainment, i.e. a blend of education and entertainment.

Illustrating the spirit of this initiative, a truly special competition will be awaiting users at www.dole.eu. Dole is helping users fulfil their own personal wish by offering three raffle prizes of 4,000 euros. This promotion will also stimulate customer frequency in the stores and draw attention to the brand. Eye-catching red “My Energy” stickers on Dole bananas and tags on Dole pineapples will spark interest and – by displaying the URL – guide users towards the competition on the website.

From May onwards, Dole will be boosting its already powerful presence within the target group via a wide-ranging media partnership with the German online portal gofeminin.de. The site’s context and journalistic content will provide users with access to an array of ideas promoting dynamic lifestyles, and integrate direct links to Dole’s digital channels.

About Dole Europe: Dole Europe is the European division of Dole Foods, one of the world’s largest suppliers of fresh fruit and vegetables. Dole Europe imports a wide range of fresh produce from the Dole Food Company’s own farms and plantations and from independent producers around the world. Dole Europe also creates innovative solutions for dealers in the realms of services and products. The company’s network extends from Scandinavia to South Africa, from Italy to Russia and the Middle East. Further information is available at www.dole.eu.

 

Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20150416006673/en/

CONTACT:

Dole Europe GmbH
Xavier Roussel
Stadtdeich 7, 20097 Hamburg, Germany
xavier.roussel@dole.com
Tel.: +49 40 32906-0
or
segmenta communications
Kristin Schuh
Feldbrunnenstrasse 52, 20148 Hamburg, Germany
schuh@segmenta.de
Tel.: +49 40 44 11 30-44

 

KEYWORDS:   Europe  Germany

INDUSTRY KEYWORDS:   Education  Other Education  Health  Fitness & Nutrition  Social Media  Retail  Communications  Food/Beverage  Supermarket  General Health

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