Disney is having a very good first and second quarter at the movies. Marvel Studio’s champion namesake Captain Marvel has amassed $1,127,224,434.
Avengers: Endgame has now earned $2,686,851,641 and is breathing down all-time champion’s Avatar’s neck and now the mouse’s latest live-action adaptation of a classic animated film, Aladdin has raked in $255,847,707 in one week.
Pixar’s Toy Story 4 and the Marvel-Sony partnership of Spider-man: Far From Home have yet to open.
So, it’s obviously smart for brands to line-up behind the next live-action adaptation, Disney’s Lion King. Dole is doing just that.
The brand is rolling out a multitude of fun and easy ways for parents to empower their kids and families to create a healthier summer leading up to the blockbuster film’s July 19 release.
Dole’s latest chapter of its “Powering the Hero Within” (#PoweringTheHeroWithin and #NoWorryTraditions) healthy-living initiative is focused on the idea of “No-Worry Nutrition” to help everyday heroes realize their calling to encourage their own families toward better nutrition especially a diet rich in fresh fruits and vegetables.
The summer-long initiative launched May 23 to coincide with the upcoming National Eat More Fruit and Vegetables Day, featuring a Serengeti-wide schedule of original themed recipes, expert nutrition tips, social and digital executions, blogger partnerships and even a fan contest with Disney’s The Lion King-inspired prizes continuing through Labor Day.
ALSO READ: Jack in the Box has full house with animated ‘Fuel House’
For most shoppers, the highlight will be images of Simba, Nala, Rifiki, Zazu, Timon, Pumbaa and other characters from Disney’s The Lion King on millions of DOLE® Bananas and Pineapples in U.S. and Canadian supermarkets starting June 2.
“For millions of Millennials, Simba’s quest of self-discovery as he becomes king of the pride in Disney’s The Lion King was a natural part of family life and growing up,” said William Goldfield, director of communications for Dole Fresh Fruit. “Now that these original fans have prides of their own, an a deeper passion for healthier living, we are honored to partner with them on the occasion of the reimagined classic to make their health and wellness goals a worry-free reality.”
Push for Father’s Day
Dole is also celebrating the iconic father/son themes of Disney’s The Lion King saga, and empowering men in kitchens everywhere, with seven new “Dad-friendly” recipes in time for Father’s Day on June 16.
Featuring fewer steps or simpler ingredients that all members of the family can master, these recipes range from Pride Lands Pancakes, a fruity twist on a breakfast staple, and Dole Beet ‘N Berry Smoothie, packed with nutrients and antioxidants for energy throughout the day, to Simba-licious Slawesome! Salad, created for kids and peanut butter and jelly lovers alike, and Nala Naan, a notch up from classic naan thanks to a rich Ethiopian spice blend.
Other dishes perfect for Father’s Day include Bountiful Quinoa Lentil Soup, based on Dole’s new line of Bountiful Kits with plant-based protein; Prideland Lentil Cucumber Salad, a delicious way to get vitamins A and C; and the Dole Berry Banana Fro-Whip, a new take on everyone’s favorite frozen dessert that equals one serving of fruit and less than 90 calories.
Highlights of the May 23-Sept. 2 campaign include:
• “No-Worry Nutrition” tips from Dole’s resident RD. Melanie Marcus, MA, RD, Dole’s nutrition and health communications manager, has created a series of healthy living and eating tips inspired by Disney’s The Lion King, including easy cooking and recipe-prep ideas specifically for dads.
• Ferociously fun social, digital and influencer executions. Dole will offer myriad ways for multigenerational fans to engage through a series of fun digital and social executions beginning June 2. The fresh produce leader is also partnering with top-tier family, health and fitness bloggers and social influencers to host Disney’s The Lion King-themed contests, recipe-development initiatives and other programs.
• Heroic consumer contest with exciting prizes. Dole will invite fans of Dole and Disney to share their Disney’s The Lion King-inspired everyday hero and family tradition stories via social for a chance to win compelling themed prizes including a Grand Prize and weekly prizes. Details of the contest launching July 1 will be announced in June.
Dole will unveil contest details and official rules, new recipes and other news related to Disney’s The Lion King throughout the summer. Use #PoweringTheHeroWithin and #NoWorryTraditions to follow us on Facebook, Twitter and Instagram.
Source: Dole
