The Dole Sunshine Company is bringing its award-winning "Malnutrition Labels" campaign to the U.K. for the first time, with a new campaign in which posters printed out of ink made from fruit juice starkly point out that they contain more nutrients than some of Britain's favorite snacks..
The packaged food company worked with agency St Luke's and food design specialists Bompas & Parr on the campaign. Called "Nutritional Ink," it calls attention to the low nutritional value in popular snacks and food options, like chicken nuggets kebabs, chocolate candy bars, cookies and fries. The posters point out that each printed letter of their copy contains "more nutritional value" than some of these snacks, because (for example) they are printed with grapefruit juice, or blueberry juice. It also highlights the fact that the U.K is reported to eat more junk food than any country in Europe.
Dole worked with Bompas & Parr to create a range of printing inks made almost entirely of fruit and natural ingredients. Testing was led by food scientists and went through various rounds of experimentation, using a variety of fruit waste and scraps, from pineapples to grapefruit, to create optimal colors and nutritional formulation for printing.
The integrated campaign will be deployed across outdoor, social and digital elements. As part of the campaign Dole Sunshine donated products to FareShare, the UK’s largest charity fighting food waste and hunger.
Dole's Malnutrition Labels first appeared in a 2021 campaign by David Miami and Madrid which printed facts about obesity and malnutrition in the style of nutritional labels, and projected them on buildings across America. Later on, a campaign by L&C highlighted food waste in New York printing labels on trash bags.
"Our Malnutrition Labels campaign series shines a light on issues related to nutrition from obesity and food insecurity to the effects of food waste,” said Anna Kovaleva, senior marketing manager, Dole Packaged Foods Europe, in a statement. "We are excited to bring this innovative series to London in an effort to increase awareness of the critical nutrition gap and help educate consumers.”
“The truth is society still isn’t taking proper note of the long term effects of poor nutrition," added Richard Denney, executive creative director at St. Luke’s. "Our malnutrition posters aim to change that. The fact that Dole’s nutritionists and Bompas & Parr are able to create ink for our posters containing more health benefits than many of the poor quality food choices we make is pretty startling. Hopefully our campaign will get people to think a little harder about these choices, and get them to opt for a more nutritionally balanced diet.”