As the largest producer of fruit and vegetables in the world, the Dole Sunshine Company needed to revamp its image. Dole wanted to bring its commitments to sustainability and eliminating world hunger to the forefront and sought help from L&C’s 11-person team to make that happen.
L&C turns New York City trash into food insecurity treasure
L&C focused on the trash-filled landscape of New York City and found that 3.9 million tons of food are wasted every year, while one in nine New Yorkers goes hungry every day. With this in mind, the agency created “Malnutrition Labels”—highlighting issues related to food insecurity and malnutrition—by turning trash receptacles into "media" with labels on trash bags, trash bins, recycling containers and garbage trucks in New York. The push was launched on the International Day of Awareness of Food Loss and Waste.
The campaign generated more than 170 million impressions, 6.7 million online views and more than $15 million in earned media, according to the agency. The shop also worked with Dole and a company named Ananas Anam to create a sustainable leather alternative out of pineapple leaves that would otherwise go to waste.