Dole Jelly Product Launch Campaign

Advertising campaign copywriter copywriting Creative Direction dole ideation process social media Social media post

Brief:

Dole will be launching fruit jelly in the India market in three flavours: Raspberry, Orange and Pineapple. All these products are a healthy snack for kids with no added sugar, no artificial flavour and no preservatives.

The requirement is to create a pre-launch and launch campaign strategy for their social media channels i.e Facebook and Instagram.

Background:
Dole is one of the world’s largest producers and marketers of high-quality fresh and packaged fruit. Dole is operating in more than 70 countries. Dole knows that consumers. trust the quality of its products. They are recently launched Fruit bowl in India with 2 fruit packs – Papaya & Pineapple which are available in Food hall and Big Basket. Now they want to Launch Dole Jelly.

My Approach

1. Research

Since this was a copy test and I had absolutely no way to ask questions to the client, I started with a lot of primary and secondary research on Dole and its products. I asked Google: what is dole jelly made of? how do people use it? do they see it as a breakfast snack or a mid-meals snack? I dug and dug further to find consumer insights through Dole's product lines, customer reviews, website content, distribution channels of Dole, its consumer data on demographic and so on.

2. Brainstorm

First, I simply thought of fruit. I ordered a box of strawberries (for the lack of availability of raspberries at the local fruit store) and I sat with it for a while to imagine how this fruit can be used in various formats, in different recipes and how it enriches health. There! Now Dole's brand motto: 'Sunshine for all' resonated with me.

I further started jotting down all the words, expressions and feelings that came to me when I thought of fresh fruit jelly.

Splash of juice

Fresh!

Sunshine

Savour

Slurp

Taste

Thirsty?

Summer cooler

Hello Yummness!
YUMMY JELLY

Hello Jello!

REAL FRUIT, REAL LOVE

Earth love

Nature's magic

Fruits that makes you happy

Since it's the launch of fruit jelly in India, I wanted to find a concept that's sticky (no puns intended). I have tried to capture my process briefly in the slide below. It looked much messier on my diary but it helped with some clear insights on Dole's jelly, kids' behaviour, etc.

Insights:

1. We buy fresh fruits but often feel lazy to get a knife to cut it.

2. Kids (these days) don't like to eat fruit directly, but love it in juices, smoothies and shakes.

3. Mothers often ask kids to stay away from kitchen knives / kids are not allowed go near the stove or use kitchen knives

4. I asked a few kids in my extended family - what's a fruit thing they love? 3 out of 5 said marshmallows! But marshmallows don't make you happy - real fruits make you happy I said.

3. Mood board
I created a mood board with relevant imagery and messaging styles that explored Dole's philosophy: focusing on freshness, transparency and responsibility. I explored these ideas visually and verbally all across the mood board to arrive at the copy and creative direction for Dole's social media campaign for its Jelly product launch in India.