MONTEREY, Calif. — Dole has teamed up with professional dancer and choreographer Cheryl Burke to motivate salad and fitness lovers to find new heights of inspiration — whether in the kitchen, in the gym or on the dance floor.
Burke, one of the professional dancers on ABC’s top-rated “Dancing with the Stars,” becomes the third and final celebrity artist enlisted by Dole for its “Find Your Inspiration” campaign, designed to help consumers maximize the culinary possibilities of Dole’s 38 salad blends and all-natural kits. A highlight of the partnership, breaking Oct. 3, is a national online sweepstakes in which participants can win one of three trips to California and a personal, four-hour dance lesson at her Cheryl Burke Dance Studio.
Just in time for this week’s debut of the 13th season of “Dancing,” Burke worked with Dole to create several new fitness-themed salad recipes designed to fuel any dance — or everyday — routine. These recipes are available in the DOLE Salads online library at www.dole.com/salads.
Launched earlier this year with Candice Olson of HGTV’s “Candice Tells All” and Clinton Kelly of TLC’s “What Not to Wear” and ABC’s “The Chew,” “Find Your Inspiration” features non-food designers, artists and performers applying their distinctive area of creative expertise to salad making. The campaign theme was selected from research indicating that many American salad lovers envision themselves as culinary artists and are as excited about making their salads as they are about the final result.
“Since salad-making has emerged as a true art form, Dole wanted to explore how some of the country’s best-known artists, designers and performers express themselves in the kitchen,” explained Ronda Reed, vice president of marketing for Dole Fresh Vegetables.
Burke was selected by Dole because of her love for salads and the strong affinity that salad enthusiasts have for her and the hit ABC show.
One of the largest salad-specific marketing campaigns in Dole history, “Find Your Inspiration” combines extensive digital and mobile advertising, in-store promotions, coupons and consumer sweepstakes with dedicated Facebook, Twitter and YouTube pages spotlighting the celebrity artists. Also planned are Quick Response (QR) and Short Codes on Dole POS materials that link salad shoppers directly to new product recipes, pairings, nutrition and other information.
To enter the DOLE® Salads “Dancing with Cheryl” Sweepstakes, consumers need to like Dole Salads’ Facebook page, www.facebook.com/DoleSaladGuide, and then complete an online entry form on that page on or before Dec. 9, 2011. In addition to the three grand prize winners drawn after Dec. 9, 2011, a second prize winner will be drawn each day between Oct. 3 and Dec. 9, 2011, and awarded a dance DVD. No purchase is necessary to enter.
For more information on DOLE Salads, including recipes, serving suggestions and nutritional information, go to www.dole.com/salads.
About Dole Foods
Dole, with 2010 net revenues of $6.9 billion, is the world’s largest producer and marketer of high-quality fresh fruit and fresh vegetables, and is the leading producer of organic bananas. Dole markets a growing line of packaged and frozen fruit and is a produce industry leader in nutrition education and research.
Source: Dole Foods
