
Dole Ireland
From Wholesale Legacy to Scroll-Stopping Relevance in Record Time
Pivoting a Global Produce Giant from B2B Heritage to D2C Relevance
Client: Dole PLC | Industry: Produce / FMCG (Food & Beverage)
Dole is one of the world’s largest fruit companies, with over €8 billion in annual turnover. In Ireland, the brand had historically operated in a wholesale, B2B model — but lacked a direct consumer voice.
Urban Brand Creative delivered a go-to-market prototype for Dole Ireland that went far beyond a social facelift. We re-imagined the brand’s consumer voice, built visually engaging content, created copy and content pillars, designed reels with choice music and stories for Highlights, and developed retail-ready creative — from Tesco campaign assets to branded swag concepts. The sprint culminated in a live Instagram demo and a gated toolkit, giving one of the world’s largest fruit companies a repeatable framework to pivot from heritage wholesale roots to a consumer-first, retail-ready presence, that could be rolled out internally across different UK / EU markets.
The Opportunity
Heritage vs. Consumer Gap: Despite being a €8bn global leader in fresh produce, Dole Ireland lacked a direct-to-consumer presence. Social channels were underdeveloped, with low followers, minimal cadence, and no scalable content system.
Fragmented Brand Architecture: Sub-brands (Go Organic, Be Exotic, etc.) diluted recognition, leaving no unified voice for Irish consumers.
Retail Proof Point Needed: To pivot from B2B wholesale to D2C relevance, Dole required a high-profile partner activation — Tesco was the ideal pilot.
Internal Transition: A newly forming marketing team, platform access issues, and limited governance structures slowed momentum.
Our Strategic Solution
Urban Brand Creative deployed a “Accelerator Social Sprint” to create a prototype of Dole’s D2C future:
Audit & Insight – Competitor review (Keelings, Fyffes), channel audit, feature gap analysis.
Voice & System – Defined a local, relatable voice and modular visual identity scalable across regions.
Content Architecture – Clear pillars: Sustainability, Provenance, Seasonality, Recipes, Community, UGC.
Activation – Live Instagram demo, Tesco Stone Fruit campaign toolkit, reels + stories optimised for consumer engagement.
Measurement & Governance – Benchmark dashboards, playbook for rollout, tiered paid media strategy.
Early Results & Benefits
Tesco Activation Live: Campaign creatives approved and scheduled within Tesco’s national cycle.
Consumer-First Blueprint: For the first time, Dole Ireland had a direct-to-consumer system built on Instagram, bridging global heritage with Irish retail relevance.
Positive Client Response: Feedback on the sprint highlighted that UBC went “above and beyond” and “performed very strongly by comparison.”
Scalable Model: Playbook and modular toolkit positioned Dole for rollout across Ireland and wider EMEA markets.
A Glimpse Inside the Grid
As part of our creative direction, we designed two months of Instagram content—crafted to reflect a premium aesthetic, local storytelling, and platform-native engagement. This preview showcases our original layouts, copy tone, and visual system in action.
Dole Ireland - Social Development Strategy
Dole Ireland - Original Creative Artwork
Dole Ireland - Tesco Promotional Posts
Live Instragram Demo Account
Instagram Reels
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