Diana Marszalek 10 Sep 2021 // 12:30PM GMT
NEW YORK — After a year of partnering on projects, the Dole Sunshine Company has officially made Peppercomm its PR agency of record.
Under the new relationship, Peppercomm is charged with supporting Dole across its portfolio with strategic corporate and brand communications. There was no formal agency review.
Peppercomm also will work with Dole’s other agency partners including ad firms Spark Foundry and High Wide & Handsome in supporting the company. Dole Sunshine, which is not part of the Dole Food Company, represents the global interests and combined efforts of Dole Asia Holdings, Dole Worldwide Packaged Foods and Dole Asia Fresh.
The account is being led out of Peppercomm’s New York office with teams in San Francisco, London and Singapore.
Asia is supported via a strategic partnership with Progressive Communications, a new Singapore consultancy launched by former Golin Singapore/Southeast Asia head Tarun Deo. Progressive handles regional PR for Dole Sunshine, which is also headquartered in Singapore.
Over the last year, much of Peppercomm’s work for Dole focused on purpose-based initiatives, starting with the 2020 launch of the Dole Promise campaign, which calls for access to good nutrition and decreases in food waste, plastic packaging, and greenhouse gas emissions. The firm’s remit grew to include all promise-related communications and activations as well as overall PR strategy, planning, thought leadership, issues management and counsel across North America, Europe and Asia.
“Our interconnected promises are essential to creating shared value for all — employees, customers, shareholders and the planet, and this requires collaboration with stakeholders across the value chain. This is where Peppercomm comes in,” said Rupen Desai, Dole Sunshine Company’s global CMO. “It was critical to our success to partner with an agency that not only understands purpose as a business model but one that is purpose-built and aligned with our values as a brand; one that will push us to be authentic and accountable.”
Dole works with a range of creative agencies for different parts of its business. Last year, the produce giant hired Golin to handle its social purpose work but that assignment has ended. The company also named Padilla as its digital marketing and social media agency of record and Rocket Launch Marketing & PR as PR and blogger/influencer AOR for its fresh products division.