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Campaign Spotlight

Campaign Spotlight: Petch&Partners and DOLE Packaged Foods turn mistaken identity into Chance to Make Healthy

Manila, Philippines – On March 24th, Facebook user CJ Banasihan mistook Dole Packaged Foods for DOLE (Department of Labor and Employment). And via a post on their home page asked them for 5000 pesos COVID-19 financial assistance.

Keyboard warriors saw his mistake as hilarious and started commenting and re-sharing his post jokingly, making it trend.

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But Dole Packaged Foods with Petch&Partners saw his sincerity and a chance to make someone unwealthy, healthy.

So, they responded to his post correcting him.

Delivered him 5000pesos worth of free Dole fruit products.

 

 

And created a Social Ad Post celebrating him – that ironically was 5 x more viral than his original post – taking CJ Banasihan from zero to accidental hero.

 

 

So not only did they make him healthy, they gave him the last laugh too.

Andrew Petch – Chairman/CCO at Petch&Partners said: “Dole saw someone who deserved to be healthy. And put his health before their wealth. Not just because of COVID-19. Because it’s what they actually do every day – make fruit products that make millions healthy. It’s an honor for us to bring creativity to their purpose like this.”

Credits:
Agency: Petch&Partners
Chairman / Chief Creative Officer: Andrew Petch
Head of Creatives: Rachel Villanueva
Art Director: Jereek Espiritu
Client: Dole Packaged Foods
CEO/GM: Banjo Castillo
Group Marketing Head: Efi De Castro
Brand Manager: Karen Ann D. Saguiped

Partner with adobo Magazine

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