Haberman Leads Creative and Media Strategy for Dole Whip Grocery Launch
Haberman was appointed by Dole Packaged Foods LLC, a Minneapolis-based modern storytelling agency, as the creative and media strategic lead for the launch of Dole Whip® fruit-first frozen treat in select grocery stores nationwide. Haberman is spearheading an integrated summer campaign encompassing creative development, paid media, public relations, influencer partnerships, and a full-funnel marketing strategy grounded in the brand’s rich legacy and joyful storytelling.
Capturing the Magic of Dole Whip Through Nostalgic Storytelling
Dole Whip holds a unique and cherished place in pop culture, with fans who are deeply passionate about the iconic treat. Recognizing this enthusiasm, Haberman’s creative team set out to honor the brand’s excitement and heritage in every aspect of the campaign.
“Dole Whip has a unique place in pop culture, and its fans are truly passionate. Our team knew we had to honor that excitement and legacy in every detail,” said Zach Keenan, Creative Director at Haberman. “The campaign brings together nostalgic animation and the everyday joy this treat inspires, whether you’re a lifelong fan or just discovering it for the first time. It’s not about escaping real life, but brightening your day, wherever you are.”
Inspired by the playful and whimsical charm of early 20th-century “rubber hose” animation — characterized by big expressive eyes, bendy limbs, and a vibrant, vintage cartoon style — the campaign features a joyful, animated pineapple. This lively character skates, dances, and sings through a magical world, inviting consumers of all ages to “Have a Dole Whip® Day.” This simple yet powerful phrase is designed to remind everyone that happiness and delight are always within reach.
An original jingle accompanies the animated visuals, capturing the energy, optimism, and sunshine-filled spirit that sets Dole Whip apart in the frozen treat category.
Spreading Sunshine: The “Have a Dole Whip® Day” Campaign
Mike Secor, Vice President of Marketing for Dole Packaged Foods, emphasized the uplifting message behind the campaign: “Our ‘Have a Dole Whip® Day’ campaign is all about bringing a happy, sunshine feeling to everyday life. Every fruity, velvety bite of Dole Whip delivers the delicious taste of sunshine. Haberman has been a wonderful partner, and we’re excited to share the joyful campaign we’ve created together with consumers, inspiring them to enjoy a little more brightness and joy in everyday life.”
The campaign’s rollout includes a series of animated commercials in :06, :15, and :30-second formats, tailored to fit modern viewing habits. These ads are currently running across multiple digital platforms including Connected TV, YouTube, streaming audio channels, paid social media, programmatic display networks, and influencer partnerships.
Strategic Media Approach to Maximize Reach
Haberman’s media strategy focuses on targeting markets where Dole Whip is already available on store shelves, ensuring the campaign drives both awareness and purchase intent. By leveraging video and audio-first formats, the team aims to amplify Dole Whip’s new jingle and keep the brand top of mind among consumers.
“Dole Whip is strategically positioned for growth with a story that’s already resonating with fans,” said Nicole Arnason, Media Director at Haberman. “We’re prioritizing markets where the brand is on shelf, using video and audio-first formats to amplify Dole Whip’s new jingle, keeping it top of mind while connecting fans to Dole Whip near them.”
The focus on full-funnel marketing ensures the campaign not only drives brand awareness and affinity but also supports conversion by guiding consumers to purchase locations.
A Bright Future for Dole Whip in Grocery Stores
This launch and accompanying campaign represent a major milestone for Dole Whip as it expands beyond theme parks and specialty venues into mainstream grocery retail. By collaborating with Haberman, Dole Packaged Foods is leveraging modern storytelling techniques and media innovations to engage both loyal fans and new audiences.
The partnership combines Dole Whip’s sunny, feel-good identity with Haberman’s creative expertise, bringing the beloved frozen treat’s joyful spirit to a wider audience through fun animation, catchy music, and a positive, uplifting message.
With the campaign now live, shoppers nationwide can discover the delightful taste of Dole Whip in stores and enjoy a little extra sunshine in their day — wherever they are.
For more about Haberman, visit modernstorytellers.com. For more information about Dole Whip, visit https://www.dolesunshine.com/us/en/products/dole-whip/.
About Haberman
Haberman is a full-service marketing communications agency with a 30-year history of modern storytelling for media and marketing. The agency’s mission is to tell the stories of pioneers making a difference in the world – from leaders of the good food movement and cause marketing innovators to behavior change champions and entrepreneurs with life-changing ideas. Storytelling unites everything the agency does across strategy, creative, media and public relations. As modern storytellers, Haberman helps organizations grow, inspire engagement and drive positive social change. For more information, visit www.modernstorytellers.com.
About Dole Packaged Foods, LLC
Dole Packaged Foods, LLC is a global leader in growing, sourcing, distributing, and marketing fruit-based snacks across four core categories: Beverage, Snacks, Frozen, and Pantry. The company offers a full line of packaged shelf-stable fruit, frozen fruit, dried fruit, and juices—delivering the natural goodness of fruit to people around the world. Guided by its Dole Beliefs—Brighter Product, Brighter Planet, and Brighter Today—the company is committed to creating a more sustainable future with a focus on the environment, agriculture, nutrition, and building a shared value ecosystem. This mission supports Dole’s goal of making nutritious food more accessible and delivering sunshine for all. For more information, visit dolesunshine.com.
