Dole Korea runs 'snack for the match' event tied to premium banana label campaign

Food companies are increasingly using product labels and packaging as branding tools. Where labels and packaging once served mainly to convey basic information — product name, ingredients, volume — they now communicate quality, brand identity and a sense of fun.

Dole Korea, a fruit production and retail company, said Tuesday it is running a campaign called "Bananas Speak Through Their Labels" centered on the label of its premium fruit brand Sweetio. The Dole Sweetio label can only be affixed to fruit grown in optimal high-altitude conditions and cleared through the company's selection standards.

Dole Korea is extending the campaign message through an interactive event themed "One familiar thing the Sweetio label tells you." The event is designed to highlight the appeal of eating Sweetio bananas while watching early-morning soccer matches. Through June 25, fans can enter by leaving a comment on the official Dole Korea Instagram event post describing their own favorite match-day snack combination. Ten participants will be selected to receive a Dole fruit box.

"The label is a tool that intuitively communicates a brand's quality and competitiveness to consumers even before they taste the product, which is why we have been running campaigns around it since March," a Dole Korea official said.