Dole embraces Disney's Stitch to spread the 'Spirit of ‘Ohana'

Disney’s mischievous alien with heart, Stitch, is being recruited by Dole Food Co. to encourage Americans to spread kindness, love and affection in 2025.

Dole is welcoming Stitch for “Spirit of ‘Ohana,” a five-month Dole in-store, digital and social media initiative focused on the long-established hospitality themes of pineapples as well as the goodness, wellness and joy that they and other tropical fruit can bring, according to a news release.

“Ohana is a Hawaiian word that means family — and covers not just blood or adopted relatives but close friends, neighbors and associates,” said William Goldfield, director of communications for Dole. “On the Islands, it connotes a spirit of love, unity, loyalty and sharing — and it’s not uncommon to see large groups of Hawaiians gathering for cookouts or block parties as a celebration of ohana.”

“Being able to promulgate these richly welcoming themes in connection with one of Disney’s most beloved characters that embodies an expanded definition of family seems like a natural,” Goldfield added.

Dole’s “Spirit of ‘Ohana” kicks off April 2 and continues through July 31. Campaign elements include a destination website, character-inspired recipes and gathering ideas, digital downloads and educational, DIY and other videos, the release said.

A series of dedicated posts on Dole’s Facebook, Instagram and Pinterest pages will bring the “Spirit of ‘Ohana” to the brand’s hundreds of thousands of followers, the company says.

As an in-store preview, shoppers can now find Disney’s Stitch on millions of Dole Tropical Gold Pineapple hangtags and Dole banana stickers throughout the U.S. and Canada.

Other campaign specifics will be announced in the coming months including ways for shoppers to extend their own spirit of Ohana to those in need of recognition, hospitality or a sense of family, according to the release. Dole said it is also working with retailers to develop POS and other in-store materials to directly impact shoppers.