This holiday season, it is estimated that one in four children in America may go hungry–a startling statistic made even graver due to the pandemic’s impact. With this harsh reality in mind, Dole Packaged Foods has announced the #UnstuffedBears campaign, an effort to drive awareness of the growing hunger gap, raise funds and donate nutritional foods that will help those in need this season.
Conceived by London-based creative agency St. Luke’s, the campaign comes to life through impactful imagery of childhood iconic stuffed toy: the teddy bear. A collection of bears illustrate the alarming stat – while three bears are pictured with an abundance of delicious foods and the plump tummies we have come to love, there is one that does not have access to food and is therefore unstuffed. With the campaign’s support, and Dole’s partnership with multiple charities around the globe, consumers can help to feed these #UnstuffedBears and make a significant impact this holiday season. Dependent on market, those wanting to help can stuff the bear either through a donation at DoleUnstuffedBears.com or with purchase of select Dole Packaged Foods products on some eComm channels, where profits on these purchases go towards food security charities.
“Given the pandemic, we are going to celebrate a unique kind of holiday. At such a special time we need to recognise those that need us, even more so’’ said Rupen Desai, Global CMO of Dole Packaged Foods. “Using the teddy bear, a universal childhood icon to bring awareness and action around children who will go hungry, is our way of living the Dole promise and sunshine for all. We believe through unleashing our own actions and those of our partners around this, we can tell a memorable story and take steps to start the process for systemic change on a critical issue of food security.”
The #UnstuffedBears campaign – which kicked off in Asia, Europe, and the US – is one of many actions the brand has planned in support of “The Dole Promise,” which was introduced in July of this year and aims to bring interdependent prosperity to people and the planet. The campaign creative will reach consumers through online video, display, and social media throughout the holiday season.
“As if a global pandemic wasn’t already bad enough, knowing this shocking statistic that so many children will go hungry this holiday season just isn’t acceptable. Dole’s commitment to try and tackle this highlighted through our Unstuffed Bears global campaign will hopefully help close the gap,” said Richard Denney, Executive Creative Director at St. Luke’s.
Additional agency partners that supported this campaign include Spark Foundry, Flywheel, High Wide & Handsome, Tag Collective and Peppercomm.
