ABOUT

CHALLENGE:
Get passionate foodies to consider using canned pineapple as a cooking ingredient one extra time per year. Though 53% of Brits tolerate pineapple on their pizza, most people don’t cook with it very often and don’t think of it as a cupboard staple. They think all canned pineapple is the same, and that it’s not as tasty or healthy as chopping up a fiddly fresh one.

STRATEGY:
We needed our budget to punch through expected serving suggestions and the plethora of online recipe content and drive real engagement and extra reach for the campaign. We aimed to stir up passions by playing with a beloved and sacrosanct national dish – The Full English Breakfast – and challenged Brits to give it a go, trusting that canned pineapple adds some wow to any dish.

WHAT REAL PEOPLE THINK:
“Pineapple is all well and good, but carving one up is a real pain. I never think of adding it to my meals, and I don’t know many recipes that use it.”

THE IDEA:
Add Some Wow To Your Full English Breakfast

WHAT WE’VE MADE:
Social media animations running on Meta speaking directly to the people of Britain, and encouraging them to “Add Some Wow” to their Full English Breakfast with a grilled pineapple slice sitting proudly atop their bacon. Supported by interactive Story assets designed to gauge the nation’s appetite and drive debate. The paid media campaign also drove traffic to the Dole Sunshine website, which has had an ‘Add Some WOW’ facelift, and features WOW Recipes with inspirational ideas covering everything from Hawaiian burgers to Pineapple Fried Quinoa.

RESULTS:
From 6 – 26 November 2024, the main branded animated post on Meta achieved:
• 1.1 million people reached
• 3,587,876 video views
• 511,756 engagement (comments, shares, likes and clicks)
• Meaning a massive 45% of all people engaged!

Instagram Story poll gained 1,855 responders
• 37% yes it’s WOW!
• 63% no

Additionally, the influencer collaboration delivered:
• 200,000 video plays
• 15,000 comments, shares and likes

PR coverage reached millions in national press that ranged from the Daily Telegraph to the Daily Star, with everything in between. Plus we appeared on the ITV News, Good Morning Britain and BBC News and even got picked up by foreign media.