'Fuel Up with Dole' this month

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Carl Collen

BY CARL COLLEN

'Fuel Up with Dole' this month

Dole continues its Disney marketing tie-up with promotional activity surrounding the release of Cars 3

'Fuel Up with Dole' this month

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Dole is taking its message of healthy living to the North American open road this summer with a programme geared toward engaging families on their road trips and summer vacations with tools that create healthier meal and snacking options.

'Fuel Up with Dole' kicks off on 25 May with character-inspired recipes, vacation nutrition tips, a family photo contest with prizes and other activities inspired by DisneyPixar’s Cars 3, which hits cinemas this summer.

Dole’s largest collaboration with Disney to date, the campaign runs through to 4 September in the US and Canada, with Cars 3 characters Lightning McQueen, Cruz Ramirez, Jackson Storm, Miss Fritter and Smokey featuring on nearly 400m Dole bananas, pineapples, salads and berries in supermarkets throughout the summer,

A dedicated microsite, digital interactions, blogger and social programmes will complement the in-store activities.

The campaign is the next chapter in a multi-year nutrition collaboration between Dole Food Company and The Walt Disney Company aimed at helping parents encourage their kids and families to make healthier food and lifestyle choices.

The campaign kicked-off in autumn 2016 with a campaign centered around Disney’s Moana and in March launched 'There’s Beauty in Healthy Living' in honour of Disney’s Beauty and the Beast.

“After successful campaigns centered on Moana and Beauty and the Beast, Dole is excited to take the next step in our relationship with Disney by helping parents when they need it the most – during summer vacation and on the annual family road trip,” said Bil Goldfield, director of communications for the Dole Food Company. “We know that fruits and vegetables are the body’s highest performance fuel source, so we thought joining Cars 3 was the perfect way to showcase how easy it is to take healthy summer living on the road when you fuel-up the right way.”

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