Back to school with Dole
Pead PR was briefed to drive awareness of Dole’s Fruit & Juice, Fruit & Jelly, Fruit & Custard ranges during the back to school period – the key consumption period for fruit bowls in the lead up to July. Pead’s strategy was to develop a content rich online campaign, generating high reach and engagement through influencer partnerships, engaging content and PR.
To launch the campaign Pead PR created creative brand owned content for Dole’s fruit bowl range based around key consumption moments – think in the lunchbox and in the sports bag. We worked with four parenting influencers to create content around moments fruit bowls were key for their children, and themselves, based around their ‘Keeping it real’ parenting moments.
Pead also created a media press drop the week before ‘back to school’, including personal deliveries from Bobby Banana and Penelope Pineapples to key influencers in Auckland. The average cost per person reached on Facebook was $0.01