Dole Food Company Aligns With Marvel in New Partnership; William Goldfield Details
CHARLOTTE, NC - While they may not wield Captain America’s shield or Thor’s hammer, or flex a high-tech super-suit like Iron Man, heroes are all around us. That is what Dole is aiming to demonstrate with Dole Healthy Heroes, Assemble!, a nine-month initiative to encourage and recognize everyday heroes in all walks of life.
“Few can resist the classic Marvel origins story about an everyday champion who overcomes adversity and defies the odds to become a true super hero. It’s why we instinctively root for the underdog and know deep down that good will triumph over evil,” said William Goldfield, Director of Corporate Communications. “At Dole, we know a little about those heroes, too. From our family farmers and crop specialists to the logistics workers, produce managers, and supermarket retailers around the world, the Dole family consists of tens of thousands of ordinary heroes tirelessly doing their job to feed a hungry world every day.”
Inspired by the Marvel Cinematic Universe, the initiative encourages these everyday heroes to continue their impactful leadership and passion projects in their homes, families, communities, and in the world, as noted in a press release. The program, which kicked off March 1, targets heroes across four categories: mind, soul, heart, and home.
“Motivated by our friends at Marvel, we salute those everyday protectors and providers of a healthier, happier, and more heroic life,” said Goldfield.
The program will feature six-week recruitment campaigns with new, Marvel character-inspired recipes, original DOLE® Banana stickers and DOLE Pineapple tags, digital downloads, in-store activations, and motivational prizes. Dole will release 26 collectible, Marvel-themed banana stickers and pineapple tags designed in four waves through September, and shoppers will also gain access to 20 astonishing and original Dole recipes developed by Melanie Marcus, MA, RD, Dole’s Nutrition and Health Communication Manager, in honor of the Marvel characters.
Dole aligned closely with Marvel to develop the program, pulling inspiration from the exemplary traits of Marvel heroes that can be attained by anyone. As explained in the release, the program’s centerpiece is Dole’s Celebrate Super Heroes Contest, which launches in late March and invites everyday champions to submit their own hero’s story on social media for a chance to win $1,000 scholarships and other prizes.
Now that’s one mighty strategy if you ask me. Keep reading ANUK as we report on the latest launches in the produce industry.