Dole Foods Canada
DOLE YOUR WAY TO HAWAII SWEEPSTAKES
Black Fly Beverages
DOLE YOUR WAY TO HAWAII SWEEPSTAKES
Dole Canada set out to launch a national sweepstakes with a prize that captured everything Canadians were dreaming about in early March: a trip for two to Hawaii. The campaign kicked off while much of the country was still deep in winter, deliberately timed to plant the idea of summer months before it arrived. Beyond building brand engagement, the campaign carried a clear commercial goal: drive Dole product sales at retail. To connect the contest directly to the shelf, the primary entry mechanic asked consumers to upload a receipt of their Dole purchase, with a no-purchase mail-in option available as an alternative. The goal was simple to say and harder to do: give Canadians a taste of escape, move product at retail, and reach shoppers from coast to coast at scale.
BACKGROUND
March is a hard sell for summer. Every other brand is still leaning into winter comfort, spring hasn't arrived, and consumer attention is focused elsewhere. To break through, the campaign needed creative that didn't just show Hawaii — it had to make Canadians feel it. Warm, immediate, unmistakably tropical, and impossible to scroll past in a feed still filled with grey skies.
CHALLENGE
APPROACH
Advoc led the campaign end to end: strategy, contest mechanics, creative development, launch, and community engagement throughout the campaign period. We built a full creative system around one clear idea: summer starts the moment you enter. The campaign was designed to be a break in the feed, a burst of warmth and colour that made the idea of a Hawaiian escape feel real months before summer officially started. Every piece of the campaign, from the microsite to the last static ad, laddered up to that single feeling — and pointed consumers straight to the shelf.
01
A Purpose-Built Contest Microsite
At the center of the campaign: WinWithDole.ca. A branded contest experience designed to bring the escape to life the moment consumers landed. Clear entry mechanics, mobile-first design, tropical visual language, and a frictionless flow from receipt upload to submission.
02
Engaging Short-Form Video
Fast, sunlit, made for the feed. Short-form video creative built for Meta and TikTok that translated the feeling of the trip into seconds of scroll-stopping motion. Designed for how Canadians actually watch: sound-optional, thumb-first, unmistakably summer.
05
High-Impact Animation
Animated hero pieces gave the campaign its signature moment. Boarding passes, palm trees, and tropical cues in motion, engineered to hold attention long enough to earn the click through to enter.
04
Static, Display & POS
A complete visual system extended across static social, programmatic display, and in-store POS. Every asset carried the same warmth, the same clarity, and the same single message, so that no matter where Canadians encountered the contest — online or in the aisle — the invitation was the same.
Active Fan Engagement
The campaign didn't stop at launch. Throughout the contest period, we managed daily community engagement across Dole's social channels, responding to questions, resolving entry queries, and keeping the conversation going with the audience the creative had drawn in.
03
Dole Canada set out to launch a national sweepstakes with a prize that captured everything Canadians were dreaming about in early March: a trip for two to Hawaii. The campaign kicked off while much of the country was still deep in winter, deliberately timed to plant the idea of summer months before it arrived. Beyond building brand engagement, the campaign carried a clear commercial goal: drive Dole product sales at retail. To connect the contest directly to the shelf, the primary entry mechanic asked consumers to upload a receipt of their Dole purchase, with a no-purchase mail-in option available as an alternative. The goal was simple to say and harder to do: give Canadians a taste of escape, move product at retail, and reach shoppers from coast to coast at scale.
BACKGROUND
March is a hard sell for summer. Every other brand is still leaning into winter comfort, spring hasn't arrived, and consumer attention is focused elsewhere. To break through, the campaign needed creative that didn't just show Hawaii — it had to make Canadians feel it. Warm, immediate, unmistakably tropical, and impossible to scroll past in a feed still filled with grey skies.
CHALLENGE
APPROACH
Advoc led the campaign end to end: strategy, contest mechanics, creative development, launch, and community engagement throughout the campaign period. We built a full creative system around one clear idea: summer starts the moment you enter. The campaign was designed to be a break in the feed, a burst of warmth and colour that made the idea of a Hawaiian escape feel real months before summer officially started. Every piece of the campaign, from the microsite to the last static ad, laddered up to that single feeling — and pointed consumers straight to the shelf.
01
A Purpose-Built Contest Microsite
At the center of the campaign: WinWithDole.ca. A branded contest experience designed to bring the escape to life the moment consumers landed. Clear entry mechanics, mobile-first design, tropical visual language, and a frictionless flow from receipt upload to submission.
02
Engaging Short-Form Video
Fast, sunlit, made for the feed. Short-form video creative built for Meta and TikTok that translated the feeling of the trip into seconds of scroll-stopping motion. Designed for how Canadians actually watch: sound-optional, thumb-first, unmistakably summer.
03
High-Impact Animation
Animated hero pieces gave the campaign its signature moment. Boarding passes, palm trees, and tropical cues in motion, engineered to hold attention long enough to earn the click through to enter.
04
Static, Display & POS
A complete visual system extended across static social, programmatic display, and in-store POS. Every asset carried the same warmth, the same clarity, and the same single message, so that no matter where Canadians encountered the contest — online or in the aisle — the invitation was the same.
05
Active Fan Engagement
The campaign didn't stop at launch. Throughout the contest period, we managed daily community engagement across Dole's social channels, responding to questions, resolving entry queries, and keeping the conversation going with the audience the creative had drawn in.
The creative worked because it did one job well: it made a trip to Hawaii feel possible in the middle of a Canadian winter, tied entry directly to the shelf, and made both feel easy.
RESULTS
THOUSANDS OF ENTRIES
A national sweepstakes that drew Canadians in from every province.
NEARLY 20,000 SITE USERS
Consumers arrived at the contest microsite and stayed long enough to enter, with a site engagement rate above 70%.
OVER 14% INSTAGRAM ENGAGEMENT RATE
Roughly three times Instagram's own strong-performance benchmark, driven by creative built for how the platform is actually used.
By turning a national sweepstakes into a full creative campaign, we helped Dole Canada turn attention into action, and a prize into a moment of escape Canadians couldn't scroll past.
RESULTS
THOUSANDS OF ENTRIES
A national sweepstakes that drew Canadians in from every province.
NEARLY 20,000 SITE USERS
Consumers arrived at the contest microsite and stayed long enough to enter, with a site engagement rate above 70%.
OVER 14% INSTAGRAM ENGAGEMENT RATE
Roughly three times Instagram's own strong-performance benchmark, driven by creative built for how the platform is actually used.
By turning a national sweepstakes into a full creative campaign, we helped Dole Canada turn attention into action, and a prize into a moment of escape Canadians couldn't scroll past.
The creative worked because it did one job well: it made a trip to Hawaii feel possible in the middle of a Canadian winter, tied entry directly to the shelf, and made both feel easy.
IT ALL STARTS WITH A CONVERSATION
Learn how Advoc can elevate your brand, create meaningful connections, and drive the growth you deserve.
IT ALL STARTS WITH A CONVERSATION
Learn how Advoc can elevate your brand, create meaningful connections, and drive the growth you deserve.