The Dole Sunshine Company (DSC) has partnered with London-based St. Luke’s Communications and Bompas & Parr, experts in multisensory experience design, to release a new campaign dedicated to nutrition and snacking habits. Conversations about low-nutrition snacking, and the trend towards snacking in general in the UK, have taken over the small screen, academic research and overall public awareness. visual. That’s why DSC worked with Bompas & Parr to create an ink-printed poster that’s more nutritious than the UK’s favorite snacks and on-the-go foods.
The campaign video tells viewers that 3 million people in the UK are affected by malnutrition due to unhealthy diets and that the UK eats more junk food than any other country in Europe. starts with. “It’s time to pay more attention to what we eat,” the film continues, showing footage of people enjoying fast (and not very healthy) food at lunch. Shows viewers the actual creation process behind Dole’s “Nutritional Ink”, manufactured using a dye made from a blend of sage and vegetables. The same ink was used to create “malnutrition facts” posters, telling observers that the very poster they were looking at contained more vitamins than the junk food choices they had. Posters will then be placed in key locations around the city (next to vending machines, corner shops, pop-up junk food outlets).
About the start of the collaboration, Richard Denny’s ECD at St. Luke’s University said DSC’s belief in providing impactful work through advertising and its commitment to better nutrition and dietary education for all was “important.” said. “They invited us to create a new iteration of their US-based ‘Malnutrition Facts’ campaign, based on fresh insights from the UK.
Richard explains that DSC’s previous campaigns have focused on the link between malnutrition and food insecurity or food waste. Both concepts focused on subverting nutrition labels and using them to convey “amazing facts about malnutrition in the United States and the world.” But the British idea was even more ambitious. Dole’s team explained in the brief that they wanted a clear continuation of his two previous projects, but that this project needs to “reach further to raise awareness.” This collaboration started with high ambition and goal of expanding the possibilities of communication.
At the heart of the campaign is research and findings. It’s also what agencies and brands have used to combat misinformation. “Malnutrition is, of course, the lack of adequate nutrients. Research reveals the shocking reason behind malnutrition in the UK.” The truth has come to light.”
When it came to partnering with Bompas & Parr on the technology, Richard explains that creating an all-natural, fruit-based ink for screen-printing OOH posters was “a first for me.” . He continues: Cue Bompas & Par. Their reputation is ahead of them with unparalleled experience in multi-sensory experiential design with food and drink. They worked closely with us throughout the innovation phase, creating all-natural iterations of the ink using a variety of fruits and vegetables until the ink was completely edible. ”
For the Dole team, the poster was the perfect call to action for this project. Because it translated what matters most to the brand: good nutrition, available to all “like the sun” – enabled by education and awareness of healthy eating. “This campaign allowed us to convey that message in the most memorable, impactful and memorable way possible. Use the best self-referential posters to position yourself near or next to the site and .point,” commented Dole. They go on to say that because the poster’s innovation was at the heart of the campaign, if other retailers or producers tried to replicate it, “it would be a flattering imitation.”
Richard also rigorously tested and refined throughout the process to ensure that the inks worked the way they were screen-printed, achieved the intended vibrant colors, were easy to read when printed, and contained high levels of vitamins and minerals. explained that it was necessary. “We sought the support of an independent nutritionist to make sure the ink we were formulating had enough vitamins and nutrients. We looked into using natural fixatives and laminates to test durability,” says Richard. “Because they are all natural, the inks are, of course, susceptible to running and fading. In our print tests, we tested the inks several times, as well as a matrix of ink combinations, in order to pack in as much of the nutritious content as possible. They also had to make sure that the paper material they were screen printing on could hold the amount of ink that the technology would saturate.
Once all the tests were complete, the ink recipes were finalized and the batches were made, St. Luke’s turned to a printer at K2, “one of London’s leading silk screen printing studios”, to produce each poster. Printed by hand. Using silk screen printing method. After that, a special picture frame was made, and two people were required to print one poster. “This is where you use a blade or squeegee to ‘pull’ the ink onto the poster with the design defined by the stencil,” explains Richard. A number of pulls had to be layered to ensure the boldness and vibrancy of the colors. This allowed the team to experiment with layering different inks to not only pack more nutrients, but also explore color combinations.
Then came strategic placement. The DSC team said, “The mundane and bad snack choices are so deficient in essential nutritional value that even the posters next to where you buy such foods outweigh those junk foods.” By placing posters around key junk food pick-up points, the campaign shows how easy it is to convince people who are prone to falling into the junk food trap. I was able to show you and for the foreseeable future.
And when it comes to sending a message to the wider industry, Richard explains that any help is valuable due to the fact that the malnutrition problem is so widespread yet misunderstood. He added, “The idea of communication like this can have an unwarranted level of impact. Using advertising for good can influence real, positive change.” method to raise awareness and counter misconceptions.”
