In Australia there is a skirmish between fruit growers and health experts at the moment over the labelling of fruit juice. Their high sugar content is about to lower their star rating (how foods are judged on labels in Australia) to between 2.5 and 3.5 (5 is the maximum), below that of diet soft drinks.
In the US, David Madrid, David Miami and Dole are using nutrition labels for an even more noble purpose, to highlight the problems of poor nutrition and insufficient food, in the US and throughout the world. The campaign is part of the company’s commitment to provide access to sustainable nutrition for 1 billion people and a move towards zero processed sugar in all its products by 2025.
Malnutrition Labels is built around a series of billboards installed in New York, Los Angeles, and Baltimore, that resemble the nutrition facts labels on packaged foods, except that they show data about both the consequences of eating poorly and not getting enough exercise and of food inequality globally. An estimated 54 million people in the US face food insecurity, a problem that Covid’s negative economic effects has exacerbated. A video is being used to spread the campaign message.
The campaign is being amplified with paid digital, social media and content as part of Dole’s broader Sunshine for All platform to address social issues and sustainability.
“At Dole, we don’t accept the unequal world we live in. For a company like ours, where you can literally ‘eat’ our purpose, it is important to champion a world where access to good nutrition is a human right, for all,” Rupen Desai, global chief marketing officer, said in a statement. “We believe that good nutrition should be like sunshine – accessible, available, affordable for everyone, not just a few. Given we cannot do this on our own, Malnutrition labels is our way of raising awareness and calling for systemic change to address nutrition inequality. #sunshineforall.”
“Malnutrition is a world health crisis that goes unnoticed by most of us. It’s inspiring to partner with a client that is brave enough to put a spotlight on it,” added Saulo Rocha, executive creative director, David Madrid. “These labels are meant to engage people in this crucial conversation and the systemic change nutrition needs. And boldly enough that you can’t ignore it.”
Credits:
Agency: DAVID Madrid & DAVID Miami
Global CCO: Pancho Cassis
Executive Creative Directors: Saulo Rocha & André Toledo
Creative Director: Fred Bosch
Copywriters: Álvaro Palma & Guilherme Pinheiro
Art Director: Pedro Sattin
Global COO: Sylvia Panico
Global CSO: Paula Vampre
Managing Director: Ricardo Honegger
Account Director: Marion Quesada
Account Supervisor: Andrea Blanco
Executive Producers: Brenda Morrison & Carlos Torres
Producer: Brenda Osorno
Global Head of PR: Sandra Azedo
Creative Service Coordinator: Larisa Cocchiaro
Production: Unicorns&Unicorns
Director: Erynn Patrick
DoP: Erynn Patrick
Executive Producer: Adrianne McCurrach
Technical Director: Sun Komen
Line Producer: Tzipi Edery
Editorial: Cosmo Street Editorial
Editor: Jeff Grippe
Colour & VFX Artist: Nico Cragnolino
Producers: Tina Evanow & Pamela Cohen
Media: Spark Foundry
Projection Company: National Experiential
PR agency: Peppercomm
Social Media Agency: High Wide & Handsome
Client: DOLE Foods
Client Team: Rupen Desai, Hannah Judah, Ranjit Jathanna, Alex Concepcion & Garett Levy
