Dole conducts Live Right Bites campaign
Dole Packaged Foods Canada is conducting an advertising campaign for its Dole Live Right Bites fruit snack product. The national campaign, developed by The Hive of Toronto, is intended to launch the product in Canada. It includes consumer magazine and transit shelter advertising using the tagline, "Simple Tastes Good." This is the first campaign The Hive has produced for Dole using this new positioning. The out-of-home campaign, which broke in late August, is running in Toronto, Ottawa, Winnipeg, Calgary and Edmonton, while print ads are running in Chatelaine, Canadian Living and Canadian House & Home. The creative depicts the various ingredients in the product as construction paper shapes. "When it comes to great snacks or great ads, simple tastes good," said Simon Creet, chief creative officer of The Hive. "There's no denying the stopping power of these uncomplicated ads. The bright colours command attention and the cut-outs tell a story of snacks that are about as close to nature as you can get."