Manila, Philippines – On March 24th, Facebook user CJ Banasihan mistook Dole Packaged Foods for DOLE (Department of Labor and Employment). And via a post on their home page asked them for 5000 pesos COVID-19 financial assistance.
Keyboard warriors saw his mistake as hilarious and started commenting and re-sharing his post jokingly, making it trend.
But Dole Packaged Foods with Petch&Partners saw his sincerity and a chance to make someone unwealthy, healthy.
So, they responded to his post correcting him.
Delivered him 5000pesos worth of free Dole fruit products.
And created a Social Ad Post celebrating him – that ironically was 5 x more viral than his original post – taking CJ Banasihan from zero to accidental hero.
So not only did they make him healthy, they gave him the last laugh too.
Andrew Petch – Chairman/CCO at Petch&Partners said: “Dole saw someone who deserved to be healthy. And put his health before their wealth. Not just because of COVID-19. Because it’s what they actually do every day – make fruit products that make millions healthy. It’s an honor for us to bring creativity to their purpose like this.”
Credits:
Agency: Petch&Partners
Chairman / Chief Creative Officer: Andrew Petch
Head of Creatives: Rachel Villanueva
Art Director: Jereek Espiritu
Client: Dole Packaged Foods
CEO/GM: Banjo Castillo
Group Marketing Head: Efi De Castro
Brand Manager: Karen Ann D. Saguiped
