Dole is not only the largest fruit and vegetable producer in the world, but also a longtime partner with Disney (just imagine a hot day in the happiest place on earth without a refreshing Dole Whip in hand). In conjunction with the Disney Check program, a nutrition guideline policy to help families eat healthier, Dole wanted to create a series of branded and interactive experiences centered around the latest Disney, Pixar, and Lucasfilm movie releases. Each experience would consist of fruit, vegetable, and salad branding (with characters showing up on the tags at your local grocery store) alongside a website allowing visitors to further discover and explore characters, recipes, and keys to maintaining a healthy lifestyle.
The first experience was themed around Pixar’s Cars 3, an animated series about talking cars racing around the world (and delighting children everywhere). We created a simple site based on character discovery — visitors would take a quiz, find out which Cars character they were most like, and then be shown a simple recipe to go along with that character (using Dole ingredients, of course). Once completed, the visitors could share their results to social media, sign up to be entered in a prize drawing, or explore the other character recipes. While having a basic structure, the site also had the requirement of allowing for multiple languages — since the quiz and prize drawing was open to the United States and Canada, the site was able to display content and images in both English and French.
Following Cars 3, the next experience was based on Disney’s Beauty And The Beast, a live-action reimagining of the classic Disney animated movie. With a new theme comes a new prize, and this time it was a family vacation to Walt Disney World in Florida. For such a big prize, we thought it was only right to amp up the visitor experience across the site — while the basic structure and user flow remained the same, we introduced loading, landing, and quiz animations, as well as page transitions for smooth motion throughout.
The final experience was based on Lucasfilm’s The Last Jedi, the eighth episode of the iconic Star Wars saga. With this site, we rebuilt the entire content structure from the ground up — while still based primarily on a character discovery quiz, we also introduced modules throughout highlighting movie trailers, an upcoming Dole healthy living app, weekly giveaways, and social media posts. In addition to recipes, stories were added that showed tips and guidance on healthy living and a tagging structure was added throughout to connect those stories to characters and encourage visitors to discover them after completing the quiz. Instead of creating a single user flow from landing to quiz to results, the Last Jedi site created multiple landing pages and entry points (including pages for the healthy living app and the weekly giveaways) that better showed the larger amount of content and provided more opportunities for Dole and Disney cross-branding and promotion.
Agency: nclud. Additional Design: John Salmon. Additional Development: Shorouk Mansour.