Dole Sunshine Company introduce ‘Malnutrition Labels’ made with fruit waste ink
By Elena Cotton on Monday, October 3, 2022
Dole Sunshine Company has partnered up with St Luke’s and Bompas and Parr to create a thought-provoking campaign to highlight how Brit’s diets are not nutritional enough. They created posters that were made from ink left over from real fruit waste and placed these next to fast food trucks in hopes of highlighting the importance of making healthy choices. The poster communicates to readers that the poster has more nutritional value than the foods served by these on-the-go foods.
The campaign is not limited to just the guerrilla marketing but is supported with social and digital activations alongside the posters. Dole Sunshine Company believe ‘Good nutrition should be more like sunshine – available for all’.
Within the video, Dole Sunshine Company teaches us that ‘[I]n Britain, 3 million people are affected by malnutrition due to unhealthy diets’ and that ‘the UK eats more junk food than any other country in Europe’. The video continues to show different types of fruit being prepared to become ink for these new ‘Malnutrition Labels’. Dole Sunshine worked with food scientists, experimenting to find the best way to use fruit to find the most effective colours for the posters.