Dole Appeals To The Pope To Redeem The Misunderstood Apple
In its latest tongue-in-cheek campaign, Dole has collaborated with advertising agency Grey to appeal to a higher power in hopes of redeeming the humble apple from its reputation as the “forbidden fruit.”
Penning a lighthearted open letter to the Pope in a newspaper His Holiness is known to read, the brand said it hopes to change the narrative of the fruit from “original sin to original snack,” calling it the “most catastrophic PR disaster fruit has ever faced.”
Highlighting the importance of fruit in our daily diet, Dole urged The Vatican to reverse the vilification of the apple, and absolve it of its misattributed role in the famed religious epic so that the message of good nutrition can be spread to all.
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“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,” explained 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 to our purpose to bring good nutrition to all.”
