NEW DELHI: Singapore-based MNC Dole Packaged Foods has signed on the newly launched platform-first agency, Wondrlab. Dole Packaged Foods is a world leader in growing, sourcing, distributing and marketing fruit and healthy snacks. Dole sells a full line of packaged shelf stable fruit, frozen fruit, dried fruit, and juices.

In its new mandate, Wondrlab will help the brand launch in India, and provide further strategic and creative direction for its marketing activities. The India launch has kicked off with a special Diwali-themed pack called Dole Utsav and will be followed up with a series of other product launches in the coming weeks.

The announcement of Dole Packaged Foods’ partnership with Wondrlab comes on the back of a series of quirky digital ads. At a time when the festive season is reeling under gifting fever, the Dole Utsav campaign makes a case for not leaving yourself out, especially when the gift is ‘too good to gift!’ The films show relationships, which would ordinarily be considered the most selfless, including a mischievous grandmother and in-laws celebrating their first Diwali, getting tempted, and keeping the Dole Utsav pack for themselves.

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Dole Packaged Foods general manager – India Mudit Mathur, said, “At Dole, we want to champion an equitable world where everyone – irrespective of age, income, location, race or gender – has access to healthy nutrition, and that is what we are now bringing to India.  Our portfolio of clean label products, no added sugar or preservatives, should contribute to building a healthy nation. Wondrlab understood our brand values and philosophy right from the beginning; partnering with them will take our brand to our consumers in the most strategic way.”

Dole Packaged Foods global CMO Rupen Desai said, “Diwali is usually synonymous with unhealthy food as a form of celebration. We believe that good health and nutrition should be like sunshine – available, accessible and affordable to everyone, even during Diwali. To help launch our new healthy offer, we needed a progressive partner and Wondrlab’s platform-first approach was a perfect fit. We are excited about the initial response on the campaign.”

Wondrlab co-founder and managing partner – content platform Rakesh Hinduja said, “For a festive season brief, the most important factor is to break the clutter, especially when it comes to a new brand launch. That was the attempt in using the consumer insight of the ‘gifting paradox’, where you want to purchase the best gift for others, but when you find the perfect gift, you have to fight the temptation of keeping it for yourself. It was great fun curating the campaign for the platform. We look forward to creating more fresh, exciting work together.”

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