Situation/Issue
Trick or… Treat?? In mid-October, there was an Instagram post floating around that said Dole was selling “fun-size” salad packages for a healthier Halloween treat. Dole never actually created these mini salads, and the company was somewhat frustrated that someone used their company name and logo without their permission to make this meme. But overall, Dole employees thought the idea was funny and a good way to bring light to their company.
What PR Did
Dole had to send out a cease-and-desist letter to the creators of the meme, but they did it in the best way possible. Members of the communication department and legal team worked with the digital and social agency to write this letter. This is a portion of what the letter said:
“We’re thrilled to see you putting so much effort into creating healthier food options. But why stop at mini-salads? Fun-size portions of pineapples, broccoli, carrots, and celery would be the perfect serving of fruits and vegetables for a growing kid.”
Dole even came up with a design of what these “fun-size” packs of fruits and vegetables would look like. Even though this was a crisis management situation for Dole, they handled it extremely well and didn’t take the situation to seriously. By continuing to joke around with the meme creator, Dole was able to show the public that they are a fun, trusting company.
My Analysis
I think that Dole could have handled this situation in two different ways. They could have sent a strict, cease-and-desist letter to the meme creator and simply told him to remove his post. But instead they chose to play along with the joke and make it a light-hearted, funny scenario. I think it was smart for Dole to play along, because it helped them market their products and show the public a different side of the company. I think the public would have seen Dole in a negative light had they made the creator remove the post. I personally think the whole scenario is hilarious, and I love that Dole furthered the joke and created more ideas for healthy Halloween treats. It makes me want to go out and buy a Dole salad to support the company, but I have to say I’m really glad I never received a mini salad in my trick-or-treat bag.
http://www.prweek.com/article/1449173/dole-fake-fun-size-halloween-salads-we-not-above-lampooned
Colette Prusse 