{"id":24243,"date":"2022-01-27T11:15:00","date_gmt":"2022-01-27T19:15:00","guid":{"rendered":"https:\/\/presskitchen.com\/?p=24243"},"modified":"2026-01-28T09:50:28","modified_gmt":"2026-01-28T09:50:28","slug":"butter-music-sound-dole","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/butter-music-sound-dole\/","title":{"rendered":"With Music by BUTTER Music + Sound, Kids get the Upper Hand In Dole&#8217;s New Campaign, on AdAge"},"content":{"rendered":"<h3><img decoding=\"async\" class=\"aligncenter size-full wp-image-24245\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/01\/Dole_Fruit_Bowls-1.png\" alt=\"\" width=\"925\" height=\"521\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/01\/Dole_Fruit_Bowls-1.png 925w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/01\/Dole_Fruit_Bowls-1-300x169.png 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/01\/Dole_Fruit_Bowls-1-768x433.png 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/01\/Dole_Fruit_Bowls-1-350x197.png 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/01\/Dole_Fruit_Bowls-1-600x338.png 600w\" sizes=\"(max-width: 925px) 100vw, 925px\" \/><\/h3>\n<h3>\u2018Hold My Fruit Cup\u2019 flips the script of recent ads<\/h3>\n<h3>Editor&#8217;s Pick<\/h3>\n<p style=\"font-style: inherit; font-weight: inherit;\">A new ad campaign from Dole takes a different tack to reach parents of school-age children\u2014by putting the kids in the driver&#8217;s seat.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">\u201cHold My Fruit Bowl,\u201d which debuted this week on national TV and in social channels, plays off the \u201chold my beer\u201d meme often expressed by exasperated adults. The commercials show kids finding their way out of problematic situations and confidently one-upping their moms and dads.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">For Dole, the new spots represent a somewhat gentler approach to communicating to families. The brand\u2019s \u201cNormal-ish\u201d campaign, which launched a year ago, focused on the struggles of resuming post-pandemic lives: The\u00a0\u201cDate Night\u201d ad\u00a0showed a gay couple whose plans for a romantic night out are spoiled by miscommunicating over hiring a babysitter, and wind up resigned to sharing fruit cups by candlelight in their kitchen.<\/p>\n<p><iframe title=\"Dole - Fruit Bowls - Lost (Extended Cut)\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/oxd3Dp0Mi3M?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">Also last year, Dole shined an uncomfortable light on food insecurity in the U.S. by projecting\u00a0\u201cmalnutrition labels\u201d\u00a0onto iconic buildings in Los Angeles, New York and Baltimore that resembled often-overlooked food nutrition labels and included stats on deaths and hunger.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">In 2020, the brand\u2019s \u201cQuaran-Tensions\u201d campaign featured an ad showing a couple who dealt with homebound chaos by using the words \u201cfruit cup\u201d where they might otherwise use a cuss word.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">Greg O\u2019Neil, director of marketing for Dole Packaged Foods, in an interview with Ad Age said the change in tone reflects the recovery from the pandemic\u2019s worst effects, while reversing the roles played in the ads by parents and children.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">\u201cIn our ads over the past few years we cast the parents as the heroes, who had to make the important decisions for their school-age children. This campaign makes the children the heroes and their parents the foils.<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">\u201cThere is a push-pull dynamic between driving excitement with the kids, and confidence in the parents that they\u2019re serving healthy, nutritious snacks to them,\u201d he continued. \u201cWe are not top of mind enough to be the go-to snack for school-aged kids, but six in 10 parents say kids request fruit cups, and consumers want snacks that are fun to eat and add excitement to their daily diet.\u201d<\/p>\n<p style=\"font-style: inherit; font-weight: inherit;\">One spot features group of campers who are lost in the woods. A brave camper declares, &#8220;Hold my fruit bowl,\u201d then calls for a hawk to give the crew directions back to safety, showing up an overly confident fellow camper and a befuddled troop leader. Another spot shows a daughter schooling her smug father in a contest of skipping rocks. After saying, \u201cHold my fruit bowl,\u201d she hands her snack to her mom and effortlessly slings a stone all the way across the ocean, striking an artic ice fisherman.<\/p>\n<p><iframe title=\"Dole - Fruit Bowls - Skip Parody Commercial\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/O9zolYe3IGk?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>Read the original article\u00a0<em><strong><a href=\"https:\/\/adage.com\/creativity\/work\/kids-say-hold-my-fruit-bowl-dole-campaign\/2391601\">here<\/a>.\u00a0<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u2018Hold My Fruit Cup\u2019 flips the script of recent ads Editor&#8217;s Pick A new ad campaign from Dole takes a different tack to reach parents of school-age children\u2014by putting the kids in the driver&#8217;s seat&#8230;.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,256],"tags":[319,3324,255,271],"class_list":["post-24243","post","type-post","status-publish","format-standard","hentry","category-fresh-news","category-butter","tag-adage","tag-dole","tag-butter","tag-music-and-sound"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music by BUTTER Music + Sound, Kids get the Upper Hand In Dole&#039;s New Campaign, on AdAge - Press Kitchen<\/title>\n<meta name=\"description\" content=\"A new ad campaign from Dole takes a different tack to reach parents of school-age children\u2014by putting the kids in the driver&#039;s seat.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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