Consistency is key / Despite being the third iteration of the Malnutrition Labels idea, Nutritional Ink is not repetitive; while building upon the US versions of the campaign, it adds something new to the conversation and is tailored to a different audience. Where David Miami and Madrid’s large-scale projections used shock factor, and L&C New York used guerilla-style tactics with labels on rubbish bags and bins, St Luke’s put its own innovative spin on the concept, using food science to land its message. Together, the three campaigns are a strong example of how to build upon a strong positioning – Dole’s goal of contributing to good nutrition for 1 billion people by 2025 – while keeping it fresh.
Tone of voice / As St Luke’s ECD Richard Denney told Contagious, most people hear the word ‘malnutrition’ and think of poverty and starvation. This campaign reframes the word, reminding us that malnutrition refers to a lack of healthy nutrition, and is a common problem in the UK. And while the posters are tactically placed where people might buy unhealthy foods, the tone of the copy is educational, rather than shaming. ‘It is important, while we raise the issues, that we are human in terms of how we approach them,’ explains Dole’s global head of communications, Ranjit Jathanna. ‘It's not your fault that the system is built this way, that a quinoa salad is 15 bucks a pop, and junk food probably costs a third of that.’ ‘Human’ is one of the four Hs that define Dole’s brand tone of voice: human, hopeful, honest and helpful. Rather than shame people for their choices, the Nutritional Ink posters give people the facts to make a more informed decision.
Armed with facts / It’s important when making statements about health and nutrition – and the benefits or efficacy of any product, for that matter – that you come from a place of fact. In this instance, St Luke’s went to painstaking efforts to ensure the accuracy of each statement, working with food scientists to ensure the nutritional information added up while creating visually arresting posters and ensuring that the fruit-based ink was suitable for screen-printing. On top of this, the wording is clear, unemotional, and educational – succinctness that adds to the posters’ impact.
