Develop a comprehensive social media content strategy and creative platform that differentiates the Dole Packaged Foods brand from its competitors and its sister brand Dole Fruits.
Dole presented a unique challenge, due to the timing coinciding with its brand relaunch as Dole Sunshine. This meant our content strategy needed to fluctuate and adapt in a way that would stay on-brand, while still engaging the consumer. With that in mind, our strategic approach revolved around creating realistic, natural imagery through original photography that would further the relationship between brand and consumer. Through the use of archetypal content, we were also able to closely identify this consumer in a more intimate manner. As of today, Dole Packaged Food has a look and feel that is unique for its internal department and industry, with an engagement rate nearly 30x higher than its main competitor.