Dole Plans Rose Parade Float, Sweeps

November 3, 2010

Dole will sponsor its first Rose Parade float in the 2011 event preceding the Rose Bowl game in Pasadena, Calif.

Themed "Living Well in Paradise," the float will celebrate the "aloha spirit of Hawaii" and help promote Dole's move, as of 2011, to packaging its fruit bowls and jarred fruit in 100% fruit juice.

The grand prize in the brand's same-themed sweepstakes, launching Nov. 4, is a trip for two to attend the Rose Parade. To enter, consumers sign up as fans on Dole's Facebook page, provide their email addresses, and fill out an entry form hosted on the Facebook page.

The Rogers Group public relations/strategic communications firm, which has an ongoing relationship with Dole, is spearheading traditional and social media relations efforts and working with PrizeLogic on the campaign.