Singapore based Dole Packaged Foods has signed on Wondrlab to help launch the brand in India. The agency will provide strategic and creative direction for its marketing activities.
Dole Packaged Foods sells a line of packaged shelf stable fruit, frozen fruit, dried fruit, and juices.
The agency has already worked on the Diwali campaign which consisted of three films.
Mudit Mathur, general manager – India, Dole Packaged Foods, said, “At Dole, we want to champion an equitable world where everyone – irrespective of age, income, location, race or gender. has access to healthy nutrition, and that is what we are now bringing to India. Our portfolio of clean label products - no added sugar or preservatives should contribute to building a healthy nation. Wondrlab understood our brand values and philosophy right from the beginning; partnering with them will take our brand to our consumers in the most strategic way.”
Rupen Desai, global CMO, Dole Packaged Foods, said, “Diwali is usually synonymous with unhealthy food as a form of celebration. We believe that good health and nutrition should be like sunshine – available, accessible and affordable to everyone, even during Diwali. To help launch our new healthy offer, we needed a progressive partner and Wondrlab’s platform-first approach was a perfect fit. We are excited about the initial response on the campaign; and have large expectations from the partnership with Wonderlab.”
Rakesh Hinduja, co-founder and managing partner – content platform, Wondrlab, said, “We are very excited to have Dole on board and look forward to a fruitful partnership. For a festive season brief, the most important factor is to break the clutter, especially when it comes to a new brand launch. That was the attempt in using the consumer insight of the ‘gifting paradox’, where you want to purchase the best gift for others, but when you find the perfect gift, you have to fight the temptation of keeping it for yourself. It was great fun curating the campaign for the platform. We look forward to creating more fresh, exciting work together.”
