Stoking controversy for Dole Sunshine

The challenge

Get people to use canned pineapple as a cooking ingredient an 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

Upset food purists by messing with a sacred national dish.

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.”