Conceived by London-based creative agency St. Luke’s, the campaign comes to life through impactful imagery of childhood iconic stuffed toy: the teddy bear. A collection of bears illustrate the alarming stat – while three bears are pictured with an abundance of delicious foods and the plump tummies we have come to love, there is one that does not have access to food and is therefore unstuffed. With the campaign’s support, and Dole’s partnership with multiple charities around the globe, consumers can help to feed these #UnstuffedBears and make a significant impact this holiday season. Dependent on market, those wanting to help can stuff the bear either through a donation at DoleUnstuffedBears.com or with purchase of select Dole Packaged Foods products on some eComm channels, where profits on these purchases go towards food security charities.
“Given the pandemic, we are going to celebrate a unique kind of holiday. At such a special time we need to recognise those that need us, even more so’’ said Rupen Desai, Global CMO of Dole Packaged Foods. “Using the teddy bear, a universal childhood icon to bring awareness and action around children who will go hungry, is our way of living the Dole promise and sunshine for all. We believe through unleashing our own actions and those of our partners around this, we can tell a memorable story and take steps to start the process for systemic change on a critical issue of food security.”
The #UnstuffedBears campaign – which kicked off today in Asia, Europe, and the US – is one of many actions the brand has planned in support of “The Dole Promise,” which was introduced in July of this year and aims to bring interdependent prosperity to people and the planet. The campaign creative will reach consumers through online video, display, and social media throughout the holiday season.
“As if a global pandemic wasn’t already bad enough, knowing this shocking statistic that so many children will go hungry this holiday season just isn’t acceptable. Dole’s commitment to try and tackle this highlighted through our Unstuffed Bears global campaign will hopefully help close the gap,” said Richard Denney, Executive Creative Director at St. Luke’s.
Additional agency partners that supported this campaign include Spark Foundry, Flywheel, High Wide & Handsome, Tag Collective and Peppercomm.
About The Dole Promise
In June 2020 Dole announced The Dole Promise, with its three pillars around nutrition, sustainability and the creation of shared value.
Better for People: Access to sustainable nutrition for 1 billion people by 2025, moving towards zero processed sugar in all Dole products by 2025.
Better for Planet: zero fruit loss from Dole farms to markets by 2025, zero fossil-based plastic packaging by 2025. net zero carbon emissions in Dole operations by 2030.
Better for all Stakeholders: Dole will continue to positively impact all farmers, communities and people working for Dole – through its commitment to equal opportunity, living wages, and an ever-increasing level of safety, nutrition, and wellbeing. The company also seeks to advance human rights within the direct operations and supply chains by building a culture of transparency and accountability. The company also aims for a 50% increase in the value of its business by 2025.
To see the full details of “The Dole Promise”, visit sunshineforall.com and download “The Dole Promise."