Dole created ink made from fruit to print posters that are more nutritious than junk food.

Today I learned this absolutely shocking fact. In Britain, 3 million people are affected by malnutrition, mainly due to the lack of nutrients in the food they choose to eat. Whether it be fries, biscuits, or sweets, statistics show that the UK eats more junk food than any other country in Europe. 

Dole teamed up with St Luke's in London to spread the word. And the concept St Luke's came up with is brilliantly hard-hitting. 

They created ink from fruit, and printed the posters with this ink, making the posters more nutritional than whatever junk food was available nearby.

The ‘Malnutrition Labels: Nutritional Ink’ campaign posters were strategically placed near vending machines and purveyors of junk food. The Art Direction throughout looks like a nutrition label, really bringing it home. 

Brand: The Dole Sunshine Company

Creative agency: St Luke’s

Executive creative director: Richard Denney

Copywriter: Robin Gordon

Copywriter: Danny Jones

Art director: Ella Monti

Art director: Jordan Morris

Head of art and design: Pete Mould

Designer: Pete Mould

Designer: Vanisha Mistry

Editor: Josh Gemmell

Creative producer: Anna-Marie Mennecier

Producer: Jenny Busby

Senior planner: Tara Ellis

Managing director: Ed Palmer

Business director: Will Bright

Senior account director: Barnaby Kelly

Account directors: Rob Evans, Oliver Berrell, Lucy Yeates

Account manager: Sam Everett

Film production: Tag Collective Arts

Director: Cassidy Burcher

Production company: Tag

Producer: Greg Mills

DOP: Ahmet Husseyin

Editor: Cassidy Burcher

Music: Audio Network

Post production company: Tag Collective Arts

VFX: Pete Hughes

Color grade: Mark Horrobin

Post production producer: Neuma Llusiá dos Santos

Sound design: Nick Olsouzidis

Ink development and production: Bompas & Parr Studio Ltd

Printers: K2 Screen Ltd

Media Agency: Spark Media Partners

Vice-president, strategy: Jef Eckart

Director, strategy: Ariel Brito

Associate director, strategy: Nicole Truong

Out-of-home executive: Arianna Apicella

Out-of-home manager: Piergiorgio Toma

PR agency: Peppercomm