Dole roars with fun ways to support Disney’s ‘Lion King’


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.

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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.

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• 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