Dole - "Nutritional Ink: Oranges and apples"

St. Luke’s Communications

St. Luke’s Communications London, United Kingdom

1875

This ad is part of the ACT Responsible Collection

Brand: Dole
Country: United Kingdom

Advertiser: Dole Sunshine Company

Title	Nutritional Ink: Oranges and apples
Agency	St. Luke’s Communications
Campaign	Malnutrition Labels
Advertiser	Dole Sunshine Company
Brand	Dole
Date of First Broadcast/Publication	2022 / 10
Business Sector	Canned Vegetables, Fruits
Philosophy	Designed to spark conversation and action, Malnutrition Labels: Nutritional Ink, launched today by the Dole Sunshine Company (DSC), calls attention to the low nutritional value in some of Britain’s favourite snacks and on-the-go food options by printing ads using ink made almost entirely of fruit. A launch film (LINK) captures the campaign’s innovative approach to communication and consumer education, showcasing posters across the city printed with ink containing more nutritional value than many of the snacks consumed daily around the world - think fast food, sweets and more. DSC partnered with London-based DSC partnered with London-based St. Luke’s Communications and Bompas & Parr, leading experts in multi-sensory experience design, to create a range of printing inks made almost entirely of fruit and natural ingredients - containing more nutrients than many not-so-nutritious snack choices. Testing was led by food scientists and went through various rounds of experimentation, using a variety of fruit waste and scraps, from pineapples to grapefruit, to create optimal colours and nutritional formulation for printing. The integrated campaign will be deployed across OOH, social, and digital elements. Inspired by the trusted and universally known nutrition label, DSC’s Malnutrition Labels were first introduced in a series of larger-than-life projections meant to call attention city- and nationwide to the alarming nutritional issues affecting us today. Next, Malnutrition Labels: Food Waste helped to transform the symbol of waste into a valuable tool supporting food waste reduction and fighting hunger, appearing on big belly smart waste and recycling bins, trash bags and waste removal trucks in New York City. With this iteration of the campaign, DSC invites people to #FavourMoreFruit when it comes to making better snack choices, as well as do their part to help #ChangetheFacts around malnutrition. As part of the campaign Dole Sunshine donated products to FareShare, the UK’s largest charity fighting food waste and hunger, which will be redistributed to its network of nearly 9,500 charities and community groups across the UK. As well as food banks, these charities provide wraparound services for people who are often struggling with issues including unemployment and low income, debt, homelessness, family break up, and dependency.
Media Type	Digital
Length	10 seconds
More Information	Changethefacts.com
Music	Audio Network
Advertising Manager	Rupen Desai
Advertising Manager	Ranjit Jathanna
Advertising Manager	Hannah Judah
Advertising Manager	Anna Kovaleva
Executive Creative Director	Richard Denney
Copywriter	Robin Gordon
Copywriter	Danny Jones
Art Director	Ella Monti
Art Director	Jordan Morris
Head of Art and Design / Designer	Peter Mould
Designer	Vanisha Mistry
Editor	Josh Gemmell
Creative Producer	Anna-Marie Mennecier
Producer	Jenny Busby
Senior Planner	Tara Ellis
Managing Director	Ed Palmer
Business Director	Will Bright
Senior Account Director	Barnaby Kelly
Account Director	Rob Evans
Account Director	Oliver Berrell
Account Director	Lucy Yeates
Account Manager	Sam Everett
Production Company	Tag Collective Arts
Director	Cassidy Burcher
Producer	Greg Mills
Director of Photography (DOP)	Ahmet Husseyin
Editor	Cassidy Burcher
Post Production	Tag Collective Arts
VFX Artist	Pete Hughes
Color Grade Artist	Mark Horrobin
Post-production Producer	Neuma Llusiá dos Santos
Sound Designer	Nick Olsouzidis
Ink development & production	Bompas & Parr
Printing Company	K2 Screen
Media Agency	Spark Media Group
VP Strategy	Jef Eckart
Director, Strategy	Ariel Brito
Associate Director, Strategy	Nicole Truong
OOH Executive	Arianna Apicella
OOH Manager	Piergiorgio Toma
PR Agency	Peppercomm