No Fruit Should be Forbidden

Agency: Grey London


Poor diets kill more people globally than tobacco and high blood pressure, and malnutrition is the world’s greatest societal challenge according to the Global Nutrition Report. To help fight this issue and promote a healthier diet, Dole Sunshine Company have written a tongue-in-cheek open letter to His Holiness, Pope Francis, to help reverse the “biggest PR disaster fruit has ever faced: the calamity of Original Sin.” Launched on International Fruit Day in the Pope’s favourite newspaper, La Repubblica, the letter seeks to restore the good name of the ‘forbidden fruit’ after thousands of years of slander, by making a tiny tweak to the Bible, “replacing the word ‘fruit’ for any other unhealthy snack, for instance.”

The letter – a humorous and unprecedented plea to the Pontiff – is meant to spark global dialogue around the importance of fruit for a nutritious diet and focus on fruit’s benefits and overall global accessibility.

“We understand that requesting this change is a bold and provocative ask, and we of course mean no disrespect to His Holiness or The Church,” said Pier Luigi Sigismondi, President of Dole Packaged Foods & Beverages Group. “We believe if we can resolve this misrepresentation of fruit, we can start a new global narrative that focuses on its benefits, and creates new, healthier eating habits that are consistent with our purpose to bring good nutrition to all.”

The open letter respectfully points out that even though the apple was never mentioned by name in the Bible, this fruit in particular has been the recipient of slander since it was wrongfully associated with Original Sin. And, in a world where there are clearly more sinful and decadent foods to reach for, the apple should no longer be considered forbidden. Rather, DSC argues that fruit itself can be the hero, and the impetus for a change in conversation around healthy eating and a driver for better nutrition globally.

This professional campaign titled 'No Fruit Should be Forbidden' was published in United Kingdom in July, 2022. It was created for the brand: Dole, by ad agency: Grey London. This Experiential medium campaign is related to the Food industry and contains 4 media assets. It was submitted almost 2 years ago.


Client: Dole Sunshine Company
Creative Agency Grey London
President & CCO: Laura Jordan Bambach
Worldwide CCO: Javier Campopiano
Global Creative Chairman: John Patroulis
Head of Art: Costanza Rossi
Group Creative Director: Roberto Kilciauskas, Pedro Rosa
Copywriter: Roberto Kilciauskas, Sam Haynes
Art Director: Pedro Rosa, John Gibson
CSO: Raquel Chicourel
Joint Managing Director: Jonny Tennant Price
Group Business Director: Jo Heywood, Ryan Lacey
Director of Connected Culture: Olivia Clarkson
Illustrator: Greg Coulton
Agency Producer: Marie Hughes, India Smith, Hananha Willers

Social Agency High, Wide & Handsome
Partner/Vice President, Strategy & Content Sara Dunaj
Co-Founder, Director of Client Services Magnus Morgan
Associate Director of Social Media Michelle Naden
Senior Manager of Social Media Caroline Cook
Social Media Manager Alex Green

PR Agency Peppercomm
Media Agency Spark Foundary
Production Company Gramercy Park Studios


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