Dive Brief:
- Dole Food is taking its banana marketing to the highway once again, following the success of last year’s promotional tour.
- Dubbed the Peel the Love Tour, Dole will visit nearly half the states in America this summer to give out branded items and promote the fruit.
- Co-sponsoring the tour again this year is Blue Diamond Growers, the cooperative behind Almond Breeze almond milk.
Dive Insight:
Everyone just loves a good road show/marketing event.
As things go, Dole’s Peel the Love Tour is pretty cool. There are recipes, demos, and Dole-branded items. And lots of bananas. Dole was pleased by last year’s tour, and the company unsurprisingly wants to duplicate its success.
But maybe, with all that’s going wrong with the banana crop, this isn’t the time to encourage people to eat more of them.