Expanding the Digital-Physical Connection with Dole and Minecraft

Dole Food Company has taken its successful partnership with Minecraft to new heights, launching the next phase of its healthy gaming collaboration. This initiative expands on the previous campaign’s success, introducing fresh content, experiences, and a renewed focus on pineapple, celebrating Dole’s 125-year heritage with this iconic fruit.

The campaign, which will run from June 21 through October 3, 2026, continues Dole’s mission to Make the World a Healthier Place. It aims to help families, gamers, and younger audiences understand how nutritious foods can enhance energy, focus, and performance—both in digital worlds and in everyday life.

This new phase builds on the impressive results of the first campaign, which demonstrated the power of connecting fresh produce with digital engagement. The program saw an overwhelming consumer response, with more than 20x more scans than Dole’s other recent initiatives. Consumers actively engaged with campaign content, generating over 2 million landing page views, millions of social media impressions, and hundreds of millions of earned impressions worldwide.

A Campaign That Inspires Action

Beyond awareness, the campaign led to meaningful consumer action. Sixty percent of participants reported increased purchase intent, while over 50% opted into the Dole Nutrition Newsletter for ongoing health and wellness content. More than 70% of consumers discovered the promotion at retail, highlighting the importance of packaging and the produce aisle as key engagement channels.

At the heart of the first campaign was an exclusive in-game reward that generated record-breaking fulfillment requests. Building on this success, the second campaign introduces a new Character Creator Item: the Pineapple Hoodie, available exclusively through Dole.com/minecraft. This limited-time item allows players to incorporate Dole’s most iconic fruit into their in-game identity.

William Goldfield, director of corporate communications for Dole Food Company, emphasized the significance of the campaign: “The response to our first campaign with Minecraft showed us that today’s consumers, especially Gen Z and Gen Alpha, are looking for experiences that connect their digital and physical worlds in meaningful ways. We proved that fresh fruit can play a role in that ecosystem.”

“This next phase is about taking everything we learned and making it even more impactful,” he added. “We’re combining the strength of our brand, the relevance of gaming culture, and the power of good nutrition to create something that resonates with families around the world.”

New Features to Deepen Engagement

The campaign will also introduce new features designed to deepen engagement and simplify the consumer journey. These include a collection of pineapple-inspired recipes that provide convenient, energizing options to support sustained focus and performance. Additionally, immersive digital puzzles and activities will encourage offline fun, while nutritional content will highlight how hydration, natural sugars, and essential nutrients can power gameplay and daily activities.

In-store, Dole will once again transform the produce aisle into an interactive destination. QR-enabled banana stickers and pineapple tags will encourage consumers to connect their purchases to digital rewards and experiences. The campaign landing page will serve as the central hub for all engagement, offering access to recipes, downloadable activities, educational articles, and exclusive content.

Expanding Reach with Localized Campaigns

Dole will also expand the program into Sweden and France, with language-specific versions of the campaign page. This ensures that the message reaches a broader audience, reinforcing Dole’s commitment to global engagement.

Campaign Elements

  • DOLE® Banana Stickers: 10 new banana stickers with 3 QR codes leading to the campaign landing page
  • DOLE® Pineapple Tags: One global tag in multiple languages leading to the campaign landing page
  • In-Store Point-of-Sale (POS): Character standees, floor graphics, produce display header cards, and stanchion signs
  • Extensive Social Media: Across Dole’s channels
  • Campaign Landing Page: Available in English, German, Italian, Greek, French, Dutch, and Swedish
  • Six Gaming-Themed Recipes: Created by Dole’s Registered Dietician
  • Dole Nutrition Wellness Articles: Explaining the relationship between healthy snacking and game performance

A Milestone for Dole

By placing pineapple at the center of the campaign, Dole also recognizes a significant milestone in its history. For 125 years, pineapple has been a defining part of the company’s story, symbolizing its ongoing commitment to helping people make smarter food choices and build healthier habits.

The Dole and Minecraft collaboration will continue to grow throughout the campaign, with new content, social activations, and retail experiences designed to keep consumers engaged and inspired.

All campaign elements will be available at www.dole.com/minecraft.