Dole was expanding their salad greens line by releasing five unique blends of baby greens in all new clamshell packaging. “Our Choice Greens, Your Greener Choice” was the name of the campaign to launch the new product. The new baby greens were created to give salad enthusiasts different blends to create more interesting salads for themselves and their families. Another selling point to the product was the fact that the greens were packaged in eco-friendly recyclable containers.
The product launch consisted of a micro-site that aimed to educate the consumer on the new product, while also engaging them with the brand. Other features of the website were – recipe contests, a fun personality test to “Find Your Inner Salad Self” and a bank of recipes to make with the new baby lettuce varieties. Other elements to the campaign were monthly email newsletters, online ads placed on appropriate channels and print advertising.