No fruit should be forbidden: Dole Sunshine redeems the apple

Grey London is behind humorous letter updating apple from Original Sin to Original Snack

By Creative Salon

04 July 2022

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.

DSC concludes the letter with this humble, yet compelling request to Pope Francis:

“For all these reasons and more, we humbly ask for the absolution that only you can offer. A tiny change that can change the world. Would you consider amending the Bible? Just a tiny word. Replacing 'fruit' for any other unhealthy food, for instance? Just an idea. If that request sounds a bit too ambitious, no worries. We get it. Maybe then a message of support would go a long way to restoring the world's faith in our beloved fruits.”

View the letter in full – which appeared today in Pope Francis’ newspaper of choice, La Repubblica – at DoleSunshine.com.

Creative credits:

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