The Hamburg-based agency segmenta communications has won the consumer-oriented international communication campaign account of the fruit producer Dole Europe after a two-phase pitch. Following the pitch, the agency was also able to win the social media account of the company.
segmenta is the lead agency for the content marketing campaign with the title "My Energy", which has been scheduled for the duration of one year. The goal of the Dole campaign is to raise awareness for the fruit expertise of the company as well as for the positive effects that fruit consumption has on a healthy lifestyle. A key element of the campaign is the digital "My Energy" content platform, which was designed by segmenta and which is now part of the Dole website. All communication activities will be extended to the new corporate blog as well as to the Dole Facebook fan page. Moreover, this will be supported by PR and blogger activities as well as online marketing cooperations. Additionally, POS measures and trade activities will take place.
"segmenta convinced us with its food expertise, the profound understanding of our brand and the resulting logical, creative and comprehensive campaign idea", says Xavier Roussel, Marketing and Communication Director at Dole, one of the world's largest fruit companies. "After successfully communicating our sustainable approach with our award-winning Dole Earth project, we would now like to make a statement with our campaign for a healthy lifestyle. Following the example of our owner David Murdock and based on the studies of our research campus in the United States, this approach is deeply rooted in our company's DNA," said Roussel.