A Samurai, Dog and Art Enthusiast Figure Out How to Approach a Pineapple in Dole Pantry Spots

Independent, creative and strategy agency The Distillery Project (TDP) has created a digital campaign for Dole Pantry that includes online video, display, social, and search. The work is running now through February 2023. 

The three 15-second videos take a funny look at the confusion that ensues when people look at a pineapple in its natural form: big, crowned with a tuft of spikes, and coated with a rather prickly armor that serves as an elaborate self-defense mechanism. A defense mechanism so effective, in fact, that scores of people interested in the delicious fruit simply have no idea how to approach one.

Dole canned pineapple offers people a delicious solution in chunks or slices in its own juice with no added ingredients. As the campaign likes to say, “All the pineapple. None of the prickly.” The work will run on Food52, Hearst, Buzzfeed, Tasty, YouTube, TikTok, Facebook, Instagram, Google Search, and a variety of digital properties via programmatic buying. The national campaign is TDP’s first for Dole after winning a pitch for the project in March.   

“It’s a privilege to work on a world-famous brand like Dole. There’s nothing else quite like a pineapple. They can be a little prickly. They can be a touch intimidating. But they’re always delicious. It’s a great and fun challenge to jostle people out of their routine a bit and remind them how easily they can enjoy something they’ve known and loved for years,” said founder and CCO John Condon.