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How do you get kids to want to eat healthy?

You enlist Elsa, Anna and Olaf.

Client

Dole Food Company

Industry

CPG

Services

Public Relations, Influencer Marketing

Mission Objective

After decades of indirect partnership based on its sponsorship of Disney’s Enchanted Tiki Room at Disneyland and Walt Disney World, and the creation of the beloved Dole Whip, Dole Food Company deepened its affiliation with the Walt Disney Company in 2016 through a multiyear nutritional alliance to benefit both brands. This opened up the opportunity in 2019 for the produce leader to join the legions of consumer brands licensed to co-promote the most anticipated family film in years: Disney’s Frozen 2. But how does a produce brand with a comparatively miniscule budget get its healthy-living message to families with kids without getting lost in the flurry of multi-brand marketing hype?

Strategic Flight Plan

Rocket Launch crafted a highly integrated, three-month calendar that tapped the power of Arendelle with PR, blogger/influencer, social media, earned media, and syndicated content strategies that ultimately made Dole the envy of any kingdom. At the heart of the strategy was an elaborate Dole Fall Media and Blogger Summit that offered dozens of food, health, lifestyle, family and entertainment editors, reporters, influencers and broadcasters a healthy take on Disney’s Frozen franchise through character recipes, serving suggestions, party ideas and social media activations designed to leverage the story’s appeal to supermarket aisles and dinner tables across North America.

Mission Results

0
feature story placements about the novelty of the Dole/Disney collaboration
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print and online placements of original Dole Frozen 2 recipes
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impressions from 500+ blog and social posts

Select Media Coverage

Blogger Summit Recap

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