My Senior Thesis Project for Dole.

2. pick
bite

3. pick
bite

4. peel

5. peel

6. play

7. play

8. play

9. pick bite peel play
Creative Brief :
Dole Fruits and Vegetables
Consumer problem
Fruits and vegetables are boring and not as exciting as
other food or snack choices.
“The medium is the message.” Objective
We want to make fruits and vegetables the snack re-
In this evolving digital world, more and more people are living their quested by our target and their mothers.
lives through backlit screens. As with media changes before it such
as the switch from radio to television, the switch from printed and Target
traditional media to innovative and digital is inevitable. Children ages 5 to 7 who are growing up in the digital
world and are somewhat picky eaters and their parents.
In this Dole campaign, the target is 5 to 7 year olds who have always
grown up with a computer at their fingertips. These digital natives Insight
don’t interact with a print world but rather need to be communicated The desire to satisfy your hunger and need to be enter-
with in their interactive vernacular and in new innovative media that tained.
is part of their world.
Consumer Benefit/Message
This incentive-based better nutrition program will provide concrete Fruits and vegetables are and lead to fun.
gaming rewards for reinforced healthy eating habits.
Support
Dole will reward you with fun and games for the more
fruit you eat.
Tone
What is the tone and manner of the brand?
Young, Cute and Fun