The Drum Awards for B2B 2022

Live in -h -min -sec

Agency: St Luke's
Date: Oct 2022
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
44 votes

Dole Sunshine Company has worked with St Luke’s and Bompas & Parr to create screen-printed posters using ink derived from real fruit waste. These have been placed next to fast-food trucks and vending machines in an effort to highlight the amount of unhealthy food Brits consume.

‘Malnutrition Labels: Nutritional Ink’ calls attention to the low nutritional value of certain snacks and foods, while printing the ads with ink made almost entirely of fruit means the posters have more nutritional benefits than the on-the-go food.

Partnering with food scientists, the project went through various rounds of experimentation and used a variety of fruit waste and scraps to create optimal colors and nutritional formulation for the printing process.

To amplify the guerrilla marketing campaign further, there will also be social and digital activations.