Singapore-based Dole Packaged Foods, has introduced its first campaign to launch Dole Juice Gel+ in India. The campaign, ‘Parent-Tension’, looks to showcase the different parenting nuances with the message: ‘Parenting hamesha good hona zaroori nahi, jelly hamesha bad hona zaroori nahi’ (Parenting needn’t always be good, jelly doesn’t always have to be bad). Wondrlab has conceptualised the campaign.
Aashim Malhotra, vice president, Dole Packaged Foods said, "We wanted to associate with a team that could weave in our brand’s traits into the campaign, connecting it with the ever-dynamic consumer. Wondrlab established this connection perfectly. The campaign is well crafted and delivers our key message in a clear yet quirky way. We are excited with the outcome and our partnership with Wondrlab on this journey."
Mudit Mathur, general manager for India, Dole Packaged Foods, said, "Dole is proud to bring first of its kind healthy jelly that turns the jelly category on its head and offers a truly ‘Good Jelly’. The challenge for the campaign was to redeem the jelly category from association with unhealthy and harmful for the children and put out a product that will win with kids on the taste as well as deliver on health benefits."
The campaign stems from the struggles faced by new-age parents amidst the pandemic. While the lockdown gave consumers ample quality time to spend with loved ones, parents struggled while having to attend to household chores and their children.
Rakesh Hinduja, co-founder and managing partner – Content Platform, Wondrlab, said, "We are thrilled to be associated with Dole Food’s first-ever campaign launch in India. 2020 has been a tough one for all of us and thus there is an immense need to rebuild trust while looking for healthy solutions especially for conscious parents who are on the lookout for such choices."