Dole Touts 'Malnutrition Labels'

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03/22/2021
a close up of a light pole on a city street
A large-scale "malnutrition label" is projected onto a building along Santa Monica Boulevard in Los Angeles.

Dole Packaged Foods is shining a spotlight on nutrition gaps with an experiential initiative designed to create dialogue and action among shoppers.

The “Malnutrition Labels” campaign launched in February with large-scale projections on buildings in New York, Los Angeles and Baltimore, followed by a three-week digital run in the U.S. The creative is presented in the style of a nutrition label, with food item details replaced by regional and global statistics on food insecurity, obesity and the importance of good nutrition. “Malnutrition Fact: 117 million U.S. adults suffer from at least one chronic disease related to improper nutrition and lack of exercise,” one of the labels says.


“The target (market) is everyone,” says Dole global CMO Rupen Desai. “This information is vital to bringing awareness to the nutrition gaps that exist on local, national and international levels. Our hope is that, by raising awareness, we are able to create more momentum and energy that can be channeled into creating systemic change.”


Up to 15 labels were created for the campaign in partnership with the David agency’s Madrid and Miami offices. They were inspired by the trusted and universally recognized nutrition facts label.


“Malnutrition is a world health crisis that goes unnoticed by most of us,” says Saulo Rocha, executive creative director at David Madrid. “It’s inspiring to partner with a client that is brave enough to put a spotlight on it. These labels are meant to engage people in this crucial conversation and the change nutrition needs … boldly enough that you can’t ignore it.”

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The campaign’s related content is being distributed and amplified via Instagram, Facebook, a #changethefacts hashtag and online video platforms such as YouTube, Desai says. New York-based Spark Foundry handled media buying while Los Angeles agency High Wide & Handsome covered social media. The creative also is housed on a dedicated web page within SunshineForAll.com, Dole Packaged Foods’ cause website.

Although there is no in-store activity planned for the Malnutrition Labels campaign, the effort is one of several global activations being led by the brand as it brings “The Dole Promise” to life. The promise was announced in 2020 and is focused on nutrition, sustainability and the creation of shared value for Dole’s employees and their communities.

Desai envisions the campaign extending into other U.S. markets and globally with more labels added to continue highlighting statistics and crucial issues.

Two other New York-based companies rounded out Dole’s campaign partners: National Experiential produced the projection elements, while Peppercomm provided media relations support.

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