Dole - "No Fruit Should be Forbidden"

Grey London

Grey London London, United Kingdom

1233

Title	No Fruit Should be Forbidden
Agency	Grey London
Campaign	No Fruit Should be Forbidden
Advertiser	Dole Fresh Fruit Europe
Brand	Dole
Date of First Broadcast/Publication	2022 / 7
Business Sector	Agribusiness
Tagline	Original sin Original snack
Story	Poor diets kill more people globally than tobacco and high blood pressure, and malnutrition is the world’s greatest societal challenge according to the Global Nutrition Report.
Philosophy	On International Fruit Day 2022, we wrote a tongue-in-cheek letter to His Holiness, Pope Francis, to rectify the biggest PR disaster in the history of fruit: the calamity of Original Sin. Published in the only newspaper he reads, La Repubblica, the letter sought to redeem the reputation of the ‘forbidden fruit’. We didn’t ask for a lot. Just a tiny change to the Bible, replacing the word “fruit” for any other unhealthy snack, like donuts. Tapping into the world’s biggest influencer, without really expecting him to lift a finger. Today, more than ever, no fruit should be forbidden.
Media Type	Case Study
Length	124 seconds
Copywriter	Roberto Kilciauskas
Group Creative Director	Roberto Kilciauskas
Head of Art	Costanza Rossi
Art Director	Pedro Rosa
Group Creative Director	Pedro Rosa
Art Director	John Gibson
Global Creative Chairman	John Patroulis
Worldwide CCO	Javier Campopiano
CSO	Raquel Chicourel
President & CCO	Laura Jordan Bambach
Copywriter	Sam Haynes
Agency Producer	Marie Hughes
Agency Producer	India Smith
Production Company	Gramercy Park Studios