CALIFORNIA, USA – A year after announcing The Dole Promise, the Dole Sunshine Company is launching the second in a campaign series called Malnutrition Labels. Inspired by the trusted and universally known nutrition label, Dole’s Malnutrition Labels were first introduced in a series of larger-than-life projections meant to call attention to alarming nutritional issues.
Now, Malnutrition Labels: Food Waste is helping to transform the very symbol of waste into a valuable tool supporting waste reduction and fighting hunger, appearing on big belly smart waste and recycling bins, as well as trash bags, trash bins, and waste removal trucks. The campaign will roll out during Hunger Action Month and is designed to drive education and spark action, by shedding light on the staggering statistics of food waste and its impact on food insecurity.
“For a company that believes good nutrition should be like sunshine, available and accessible for all – the food we waste is an important area to create change around. We live in a world where we have enough food for everyone yet waste one-third of it.” said Rupen Desai, global CMO, Dole Sunshine Company. “Using areas of trash as a media offers the perfect contextual media space to showcase this message during hunger action month. By raising awareness and partnering with working alongside City Harvest we hope to bridge the gap between food and feed.”
Each label invites people to do their part and help #ChangeTheFacts at MalnutritionFacts.com through simple changes at home or by donating to City Harvest, New York’s first and largest food rescue organization. Together, through product donation and funding, Dole and City Harvest will rescue and deliver more than 280,000 pounds of food to New Yorkers in need.
“In a city like New York, we constantly avoid looking at the piles of trash that surround us most days. The simplicity of the idea is that it actually makes people stop, look, and think about the real impact of food waste in this city,” said Rolando Cordova, co-founder and chief creative officer, Lanfranco & Cordova, NYC, who partnered with Dole to create the campaign.
Dole has also released a Zero Waste Guide that includes tips, recipes and more helpful tools for consumers to combat food waste in their homes. The company worked with City Harvest’s Junior Food Council co-chairs and chefs Madeline and Anna Zakarian, daughters of Food Network Chef Geoffrey Zakarian, to create recipes that upcycle food waste and promote healthy eating.
The integrated education initiative will be supported by out-of-home, paid digital, content, and social and is just one of many activations being led by the brand as they bring “The Dole Promise” to life.
Malnutrition Labels: Food Waste was conceived in partnership with Lanfranco & Cordova and implemented with support from agency partners including Spark Foundry, High Wide & Handsome, and Peppercomm.
To learn more and see what you can do to help #ChangetheFacts, visit MalnutritionFacts.com.
Agency: L&C NYC
Chief Creative Officers: Gian Carlo Lanfranco / Rolando Cordova
Creative Directors: Tescia Deák / Giancarlo Rodas / Greg Collins
Copywriters: Gian Carlo Lanfranco / Ana Lins / Greg Collins
Art Directors: Rolando Cordova / Tescia Deák / Giancarlo Rodas/ Ken Tokashiki
Executive Producer: Camden Elizabeth
Production Company: Suitcase Productions
Director: Camden Elizabeth
Producer: Nicolás López
Associate Producer: Lindsay Huang
Director of Photography: John Kopec / Diego Cordero
Photographer: Diego Cordero
Production Designer: Sonia Foltarz
Editor: Gabriel Cullen
VFX Artist: Bryan Rosenblum / Eddie Lebron
Colorist: Matt Rosenblum
Music, Sound & Graphics: Montana Bassett, 7 Wonders Cinema