Dole Food Co. is planning to launch a “gold rush” campaign in Germany and Austria, giving consumers the opportunity to win 14 carat gold coins stamped with a Dole-style sun.
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A spokesperson for the company told just-food that the campaign, which will run from mid-September to the end of October, will be accompanied by billboards, flyers and a dedicated website – www.dole-goldkurs.de
“The principle is simple: each buyer of Dole fruit will get a scratch card at the cash desk and will discover immediately on the spot whether he/she is one of the winners,” the spokesperson revealed.
“High-quality products and an attractive and simple marketing campaign is the right combination for increasing impulsive purchases and for building costumer loyalty.”
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