DOLE Goes Bananas with Nationwide Program
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- Advertisement - DOLE goes bananas with nationwide program June 8, 2012 As part of its ongoing goal to make bananas an even bigger part of America's everyday routine and to help support the launch of Madagascar 3: Europe's Most Wanted, which features a banana-and- monkey-powered airplane, DOLE is joining forces with the studio on a number of marketing initiatives, including the placement of 100 million special movie-branded stickers on "DOLE" bananas sold throughout the country in June. "DreamWorks Animation and DOLE bananas are universally beloved brands with unique appeal across many different age groups, so a summer alliance makes a lot of sense," David Bright, vice president of marketing for Dole Fresh Fruit in Westlake 1 / 3 2 / 3 Village, CA, said in a press release. "We are delighted to join together with the studio and the whole Madagascar family - including the Zoosters and the ever-enthusiastic Penguins - to demonstrate high-energy new uses for America's most popular fruit." DOLE's alliance with DreamWorks and Madagascar 3 is part of Go Bananas Every Day, a year-long initiative to introduce compelling new ways to enjoy the fruit for breakfast, lunch and dinner, and as a healthier, natural alternative to processed energy bars and drinks loaded with sodium and sugar. A national Go Bananas Every Day tour will make stops in Portland, OR, Seattle, Baltimore and Charlotte, NC. Four versions of the character stickers feature Alex, Marty, the Madagascar penguins and monkeys. Dole is also creating a series of in-store Madagascar 3 promotional materials that, like the banana stickers, features a QR code directing consumers to a co-branded mobile page (www.dole.com/madagascar) offering DOLE bananas recipes and energy-related information, and the official Madagascar mobile app: Madagascar Join the Circus! Free to download, Madagascar: Join the Circus! features a special Dole banana cart that players can place in their own custom-designed Madagascar-style circus filled with acts and games featuring Madagascar characters. The game is published by D3Publisher. Madagascar 3: Europe's Most Wanted is a computer-animated comedy film produced by DreamWorks Animation, and distributed by Paramount Pictures. It is the third installment of the series, following Madagascar and Madagascar: Escape 2 Africa, and the first in 3-D. The film is directed by Eric Darnell, Tom McGrath and Conrad Vernon, and is set for general release on June 8, following its world premiere at the 2012 Cannes Film Festival in May. For more information on DOLE bananas, including recipes, serving suggestions and nutritional information, go to http://www.dole.com/bananas. Print Powered by TCPDF (www.tcpdf.org) 3 / 3.