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Bringing the World’s Largest Fresh Produce Company Closer to Irish Shoppers
At a glance
Client: Dole Ireland
Industry: FMCG | Fresh Produce
Services:
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The world’s largest fresh produce company came to us with a challenge close to home. Headquartered in Dublin and generating €8 billion in annual revenue, Dole wanted to build a direct relationship with Irish shoppers through social media.
The challenge was to bring three brand identities into one Dole Ireland presence: the Dole brand itself, its GO! Organic range and its BE! Exotic range. Each needed room to stand out, while the channel still had to feel unmistakably Dole. The work also needed to support seasonal campaigns, retailer launches and a model for use in other markets.
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We benchmarked competing fruit brands, then defined a clear role for Dole, GO! Organic and BE! Exotic within one social channel. Content pillars, tone of voice and visual direction gave each a point of view while keeping the overall presence coherent.
We put that strategy to work through digital marketing planning and social media campaigns: original artwork, copy, reels, animated stories and seasonal content. Retail launch creative and joint Tesco promotions connected the campaigns to products shoppers could find in store.
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Dole Ireland gained a practical blueprint for its social media: defined roles for the Dole brand and its two sub-brands, content pillars, tone of voice, visual direction and a method for planning campaigns across one channel.
We turned that blueprint into seasonal campaigns with original artwork, copy, reels and animated stories. Each campaign plan brought the creative together with its purpose, place in the grid and guidance for posting and approval. The work also supported Tesco And Dunnes Stores product launches, with UBC creative appearing across Dole and Tesco touchpoints, including the Tesco app.
Campaign performance and commercial figures remain confidential under our client agreement.
Challenge
Dole was a global leader in wholesale fresh produce, but many Irish shoppers barely knew its brands. We had to build that connection through one social account—giving Dole, GO! Organic and BE! Exotic room to stand out—while supporting new product launches in store.
Research & Discovery
Through our Discovery work, we audited Dole’s social channels and benchmarked the brands competing for Irish shoppers’ attention. That exposed the gap between Dole’s market scale and its online presence—and gave us the basis for three distinct brand voices within one channel.
Visual Storytelling
We made the produce the hero: bold colour, close product imagery and playful scenes built around familiar food and seasonal moments. Each post had to catch the eye on a phone, while giving Dole, GO! Organic and BE! Exotic their own visual character within one recognisable feed.
Social Media Playbook
Dole commissioned a social media playbook to make the approach repeatable beyond Ireland. It would bring together the three brands’ roles, content pillars, tone of voice, visual rules and campaign planning—giving internal teams a clear way to create local content while keeping Dole recognisable across markets.
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Our work in action
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