Dole Sunshine Company‘s fruit usually comes in cans or jars. However, in the food and drink company’s latest campaign, its produce has found a fresh purpose as advertising ink.
Imitating the nutritional labels found on the side of most food and drink packaging, Dole’s “Malnutrition Labels: Nutritional Ink” posters have launched in the U.K. to call attention to the unhealthy nature of some of Britain’s favorite foods. The message for consumers? “Our posters contain more nutritional value than the sweets, chips or fast food you eat.”
The brand enlisted independent creative agency St Luke’s and sensory designers Bompas & Parr to create a color wheel of printing inks made almost entirely of fruit and natural ingredients. This palette underwent various rounds of experimentation, using a variety of fruit waste and scraps, including pineapples and grapefruit, to create optimal tones and a formulation for printing.
The result is a series of posters that will run in London, with an integrated campaign to follow across U.K. OOH, social and digital.
Dole has been putting its spin on nutrition labels for some time. At its launch in 2021, the global “Malnutrition Labels” initiative projected alarming insights on buildings in cities including New York to raise awareness about food insecurity and the negative effects of improper nutrition on personal health. It then stuck its own decals on recycling bins, trash bags and waste removal trucks to highlight the growing problem of food waste and encourage people to eat more fruit.
“Our ‘Malnutrition Labels’ campaign series shines a light on issues related to nutrition, from obesity and food insecurity to the effects of food waste,” explained Anna Kovaleva, senior marketing manager at Dole Packaged Foods Europe.
“We are excited to bring this innovative series to London in an effort to increase awareness of the critical nutrition gap and help educate consumers,” she added.
The campaign feeds into the brand’s commitment to be an advocate for nutrition, good health and wellness, as well as its promise to build a more sustainable future. On the latter point, it has committed to six goals to boost its green credentials and reduce food inequality. These include ensuring access to nutritious food for 1 billion people by 2025, getting rid of fossil-based packaging by the same year and registering as a carbon neutral business by 2030.
Discussing how it created the ink for the most recent iteration of the “Malnutrition Labels” push, Bompas & Parr Studio said: “The creative research and development process in creating a cutting-edge culinary innovation like nutritional ink has been a fascinating one.”
The team continued: “From carefully balancing the ingredients to create vibrant colors, to modifying the textures to ensure they were compatible with screen printing techniques, we managed to show that a traditional chemical-based process can be reproduced in a sustainable plant-based way, with actual nutritional value.”
CREDITS:
- Creative agency: St Luke’s
- Executive creative director: Richard Denney
- Copywriter: Robin Gordon
- Copywriter: Danny Jones
- Art director: Ella Monti
- Art director: Jordan Morris
- Head of art and design: Pete Mould
- Designer: Pete 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: Lucy Yeates
- Account manager: Sam Everett
