The UK-based drive encourages snacking on fruit and other nutritive foods.
The Dole Sunshine Company (DSC), London, has kicked off its Malnutrition Labels: Nutritional Ink campaign, intended to spark conversation and call attention to the low nutritional value in some of Britain's favorite snacks and on-the-go food options. The ads printed for the campaign are using ink made almost entirely of fruit. A launch film captures the campaign's approach to communication and consumer education, showcasing posters across the city printed with ink containing more nutritional value than many of the snacks consumed daily around the world (such as fast food and sweets).
DSC partnered with London-based St. Luke's Communications and Bompas & Parr, experts in multi-sensory experience design, to create a range of printing inks made almost entirely of fruit and natural ingredients, containing more nutrients than many other snack choices. Testing was led by food scientists and went through various rounds of experimentation, using a variety of fruit waste and scraps, from pineapples to grapefruit, to create optimal colors and nutritional formulation for printing. The integrated campaign will be deployed across OOH, social, and digital elements.