Should an apple be forbidden fruit? There are far worse foods for your health. Poor diets kill more people globally than tobacco and high blood pressure, and malnutrition is the world’s greatest societal challenge according to the Global Nutrition Report.
To help fight this issue and promote a healthier diet, Dole Sunshine Company has written a tongue-in-cheek open letter to His Holiness, Pope Francis, to help reverse the “biggest PR disaster fruit has ever faced: the calamity of Original Sin.” The idea comes from Grey London.
The letter was sent on International Fruit Day via the Pope’s favourite newspaper, La Repubblica. It seeks to restore the good name of the ‘forbidden fruit’ after thousands of years of slander, by making a tiny tweak to the Bible, “replacing the word ‘fruit’ for any other unhealthy snack, for instance.”
The humorous and unprecedented plea to the Pontiff is meant to spark global dialogue around the importance of fruit for a nutritious diet and focus on fruit’s benefits and overall global accessibility.
“We understand that requesting this change is a bold and provocative ask, and we of course mean no disrespect to His Holiness or The Church,” stated Pier Luigi Sigismondi, president of Dole Packaged Foods & Beverages Group. “We believe if we can resolve this misrepresentation of fruit, we can start a new global narrative that focuses on its benefits, and creates new, healthier eating habits that are consistent with our purpose to bring good nutrition to all.”
The open letter respectfully points out that even though the apple was never mentioned by name in the Bible, this fruit has been the recipient of slander since it was wrongfully associated with Original Sin. And, in a world where there are clearly more sinful and decadent foods to reach for, the apple should no longer be considered forbidden. Rather, DSC argues that fruit itself can be the hero, and the impetus for a change in conversation around healthy eating and a driver for better nutrition globally.
DSC concludes the letter with this humble, yet compelling request to Pope Francis, “For all these reasons and more, we humbly ask for the absolution that only you can offer. A tiny change that can change the world. Would you consider amending the Bible? Just a tiny word. Replacing ‘fruit’ for any other unhealthy food, for instance? Just an idea. If that request sounds a bit too ambitious, no worries. We get it. Maybe then a message of support would go a long way to restoring the world’s faith in our beloved fruits.”
Credits:
Client: Dole Sunshine Company
Creative Agency: Grey London
President & CCO: Laura Jordan Bambach
Worldwide CCO: Javier Campopiano
Global Creative Chairman: John Patroulis
Head of Art: Costanza Rossi
Group Creative Directors: Roberto Kilciauskas, Pedro Rosa
Copywriters: Roberto Kilciauskas, Sam Haynes
Art Directors: Pedro Rosa, John Gibson
CSO: Raquel Chicourel
Joint Managing Director: Jonny Tennant Price
Group Business Directors: Jo Heywood, Ryan Lacey
Director of Connected Culture: Olivia Clarkson
Illustrator: Greg Coulton
Agency Producers: Marie Hughes, India Smith, Hananha Willers
Social Agency: High, Wide & Handsome
Partner & Vice President, Strategy & Content: Sara Dunaj
Co-Founder & Director of Client Services: Magnus Morgan
Associate Director of Social Media: Michelle Naden
Senior Manager of Social Media: Caroline Cook
Social Media Manager: Alex Green
PR Agency: Peppercomm
Media Agency: Spark Foundary
Production Company: Gramercy Park Studios
