Can a campaign that integrates interactive and social media make a difference in selling packaged salads? Dole Company thinks so.

The Packer reports that “according to Dole, in the past 60 days, its Facebook page members have grown 2,000%.”

‘Our Facebook and Twitter programs connect salad lovers with a wealth of salad-inspired information and possibilities,’ said Russell Evans, senior brand manager for Dole Fresh Vegetables. ‘But beyond direct and immediate access to information, these programs create a community of salad lovers with similar shared values.’

In addition to social media, the Dole Salads campaign encompasses a dedicated Web site, consumer contest, banner and display advertising on Hulu, Food Network, Recipe Zaar, Rachel Ray, All Recipes, Fine Cooking and other outlets; search marketing on Google, Yahoo and Bing; and a series of direct-to-consumer emails, according to the release.”

Inside Facebook reports that the company created a new Facebook page that includes information, video, and a Super Slider game featuring a trip for two to the California Health and Longevity Institute. As of today, the page has 14,615 fans; no word on how Dole is tracking fans and contest entries to actual salad sales. However, entry to the game requires an email address (or snail mail entry); that kind of information is gold to a consumer marketer and can be smartly leveraged to sales through coupons, special offers and more.

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