Dole and Minecraft Launch New Global Campaign Celebrating Pineapple and Healthy Living
Building on the remarkable success of their first global collaboration, Dole Food Company and Minecraft have announced the launch of the second phase of their partnership, introducing new content, interactive experiences, and a special focus on pineapples. The campaign coincides with Dole’s celebration of 125 years of pineapple heritage and aims to inspire healthier lifestyle choices among families, gamers, and younger generations around the world.
The new campaign officially launches on June 21, 2026, and will run through October 3, 2026. Designed around Dole’s mission to “Make the World a Healthier Place,” the initiative combines the popularity of gaming with nutrition education, helping consumers understand how healthy food choices can support energy, focus, and performance both in gaming and everyday life.
The campaign follows the overwhelming success of the companies’ first collaboration, which demonstrated the power of connecting fresh produce with digital entertainment. The original initiative generated exceptional engagement worldwide, attracting more than two million visits to the campaign landing page and producing millions of social media impressions. Dole reported that monthly QR code scans exceeded the performance of comparable campaigns by more than twenty times, highlighting strong consumer interest in the unique blend of gaming and nutrition.
Beyond awareness, the first campaign also influenced consumer behavior. According to Dole, 60 percent of participants reported an increased intention to purchase Dole products after engaging with the promotion. More than half of participants subscribed to the company’s nutrition newsletter to receive ongoing health and wellness content. Additionally, over 70 percent of consumers first learned about the campaign while shopping in stores, demonstrating the effectiveness of in-store displays, packaging, and produce section promotions in driving engagement.
One of the most popular features of the initial campaign was an exclusive Minecraft in-game reward that achieved record redemption rates. Building on that success, Dole is introducing a new limited-edition Minecraft Character Creator item for the second phase. Players can unlock a special pineapple-themed hoodie through the campaign website, allowing them to showcase Dole’s iconic fruit within the Minecraft universe.
William Goldfield, Director of Corporate Communications at Dole Food Company, said the response to the original campaign confirmed that younger audiences are increasingly seeking experiences that bridge digital and physical worlds.
“The response to our first campaign with Minecraft has shown that today’s consumers—particularly Generation Z and Generation Alpha—are looking for experiences that meaningfully connect their digital and physical worlds,” Goldfield said. “We have demonstrated that fresh fruit can play an important role in creating those connections.”
He added that the new phase aims to build on those insights while creating an even more impactful experience for consumers.
The 2026 campaign introduces several new features designed to deepen engagement and provide additional value for participants. Among them are six gaming-inspired recipes developed by Dole’s nutrition experts. These recipes highlight pineapple and other nutritious ingredients while offering practical snack and meal ideas that support concentration and sustained energy.
Participants will also have access to interactive digital puzzles, educational activities, and informative content exploring the relationship between nutrition, hydration, and performance. Through blog articles and wellness resources, Dole aims to educate consumers about how balanced eating habits can positively influence both gaming experiences and daily routines.
In retail environments, Dole is once again transforming the produce aisle into an interactive destination. New banana stickers and pineapple labels featuring QR codes will connect shoppers directly to the campaign website, where they can access rewards, recipes, educational materials, and exclusive digital content. The campaign hub will serve as the central destination for all activities, offering downloadable resources, articles, promotions, and updates throughout the campaign period.
For the first time, the initiative is also expanding into Sweden and France, extending the campaign’s international reach. Dedicated landing pages will be available in local languages, joining existing versions in English, German, Dutch, Italian, and Greek.
Key campaign elements include seven new QR-enabled Dole banana stickers, multilingual pineapple labels, in-store point-of-sale materials such as displays and floor graphics, extensive social media activations, and a variety of educational and interactive digital experiences.
The campaign’s focus on pineapple carries special significance for Dole as the company marks the 125th anniversary of one of its most iconic products. For more than a century, pineapples have been closely associated with the Dole brand, symbolizing its commitment to providing nutritious food and encouraging healthier lifestyle choices worldwide.
Throughout the campaign period, Dole and Minecraft plan to introduce additional content, social media activities, and promotional opportunities to keep consumers engaged. By combining the appeal of gaming with the benefits of healthy eating, the companies hope to continue inspiring families and young audiences to make informed nutritional choices while enjoying interactive entertainment experiences.
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