Dole is poised to elevate its collaboration with the globally popular video game Minecraft, placing pineapples at the forefront of a comprehensive campaign this summer. The initiative aims to enhance brand visibility and stimulate demand among younger audiences.
Expanded Campaign Launch
On June 21, Dole will unveil an extensive, 15-week campaign across North America and Europe, marking its debut in France and Sweden. This campaign will encompass a variety of digital and physical activities centered around the theme of healthy enjoyment.
Players on the Minecraft platform will be treated to in-game rewards, including a unique character customization option that allows them to adorn their avatars with a branded ‘pineapple hoodie.’ This strategic expansion follows the success of Dole’s initial Minecraft collaboration last year.
Bil Goldfield, Dole’s director of corporate communications, noted, “The response to our first campaign with Minecraft showed us that today’s consumers, especially Gen Z and Gen Alpha, are looking for experiences that connect their digital and physical worlds in meaningful ways. We proved that fresh fruit can play a role in that ecosystem.”
The previous campaign reportedly resulted in a remarkable 20-fold increase in website visits from QR code scans compared to other recent initiatives, generating 2 million landing page views, millions of social media impressions, and hundreds of millions of earned impressions globally. Notably, 60 percent of participants indicated they were more inclined to purchase Dole’s fruit following their engagement with the campaign. Furthermore, over 70 percent of consumers discovered the promotion through retail channels, underscoring the significance of packaging and the produce aisle as potent engagement platforms.
Innovative Engagement Strategies
This year, Dole’s pineapple-centric campaign will introduce a fresh array of recipes, immersive digital puzzles, and activities designed to promote offline engagement and healthy eating habits. Goldfield emphasized, “This next phase is about taking everything we learned and making it even more impactful. We’re combining the strength of our brand, the relevance of gaming culture, and the power of good nutrition to create something that resonates with families around the world.”
In retail environments, Dole plans to once again transform the produce aisle into an interactive experience. This will be achieved through QR-enabled banana stickers and pineapple tags that encourage consumers to link their purchases to digital rewards and engaging experiences.
