Scottsdale-based Discount Tire, the world’s largest tire and wheel retailer, announced that Michael Zuieback has been named CEO, effective January 12, 2015. Zuieback previously served as Discount Tire’s President and will succeed outgoing CEO Tom Englert who will remain an advisor to the CEO.
“It is time for us to pass the torch to the next generation of leadership,” said Bruce T. Halle, founder and Chairman of Discount Tire. “We are grateful for Tom’s tremendous service and look forward to his contributions for years to come. Tom will remain an important member of the Board of Directors as advisor to the CEO.”
Zuieback has been with Discount Tire for 14 years, first acting as the Executive Vice President of Strategic Planning before becoming the company’s President. As President, he was in charge of corporate strategy for the company at the executive and board level. Zuieback helped initiate the company’s cross-dock logistics procedure with Englert, who has served Discount Tire for nearly 40 years. Prior to joining Discount Tire, Zuieback was the Treasurer of Asia Pacific for Johnson Controls, Senior Manager of Foreign Exchange & International Finance for Sara Lee Corporation and Credit Analyst at First America Bank. He graduated from Thunderbird School of Global Management with a Master’s in International Business in 1991. Zuieback also earned a Bachelor of Science in Business Administration from Central Michigan University.
“Over his tenure, Zuieback has demonstrated a passion for preserving and growing the ‘Discount Tire Dream.’ He has been influential in planning for the future and has helped the company adapt an integrated way of thinking,” added Halle. “We take pride in originating our growth from within. Zuieback has been fundamental in taking us to where we are today and his vision will help us reach new heights.”
Englert joined Discount Tire in 1975. His dedicated efforts have helped Discount Tire expand from 23 stores to more than 900 stores today. Early in his career, after spending six years as a Store Manager, Englert helped Discount Tire grow as an Assistant Vice President in both Arizona and California and then as Vice President of Colorado. After achieving record success, he joined the Corporate Office as Senior Vice President of Store Operations where he developed Discount Tire’s Certified Satisfaction training program and continued to help the company achieve record earnings. He also initiated a synchronized supply chain, connecting disparate groups together to better serve customers. Englert was named the company’s second CEO in 2004, succeeding Gary Van Brunt. Under Englert’s leadership as CEO, Discount Tire’s annual sales have grown from $1.8 to $4.3 billion and profits have quadrupled.
Scottsdale-based Discount Tire, the world’s largest tire and wheel retailer, opened its 900th store in Cedar Falls, Iowa. The new store is the first Discount Tire location in Cedar Falls.
Providing the lowest prices on tires and wheels, combined with excellent customer service, Discount Tire strives to serve as its customers’ knowledgeable and convenient neighborhood tire retailer. The 7,373 square foot store is located near Prairie Parkway and Viking Road and is open from 8 a.m. to 6 p.m. Monday through Friday and from 8 a.m. to 5 p.m. on Saturday. The store is closed on Sunday.
“Discount Tire is proud to be a part of this growing community, providing our customers a needed service for tires in Cedar Falls, Iowa,” said Paul Ribbens, store manager of the new Discount Tire. Ribbens has been with the company for eight years.
The new store in Cedar Falls will operate with eight employees, four of which are new jobs in the community. Discount Tire is committed to promoting from within and is always looking for qualified individuals to join them in their exceptional growth.
“As we continue our expansion in the Heartland region our main focus is seeking opportunities to serve communities like Cedar Falls,” said Bill Wendell, regional vice president for Discount Tire. “With winter upon us, it is more important than ever to ensure the Cedar Falls community has a reliable tire retailer and tire expert to provide education on the basics of tire safety.”
The tire retailer started 54 years ago when founder Bruce T. Halle had six tires, a portable air tank and a lot of determination. Day by day, tire by tire, this one-man operation slowly grew into what is now, one of the most recognized names in the industry. Today, Discount Tire operates in 28 states.
Discount Tire sells a wide selection of leading tire brands such as Michelin, Goodyear, Bridgestone, Yokohama, Kumho, BFGoodrich, Pirelli, Falken and GT Radial along with Discount Tire exclusive brands such as Arizonian, Road Hugger, Pathfinder and MB Wheels. Discount Tire also offers a variety of custom wheel brands including Liquid Metal, American Outlaw, Vision Wheel, Level 8, Voxx, TSW, Konig, Drag and many others.
Horatio Alger Association of Distinguished Americans, Inc., a nonprofit educational organization honoring the achievements of outstanding individuals and encouraging youth to pursue their dreams through higher education, today announced that Bruce T. Halle, founder and chairman of the board, Discount Tire, has been selected for membership in the prestigious organization. Halle joins 11 other accomplished business and civic leaders from across North America in receiving this honor in 2015. Since its establishment in 1947, the Horatio Alger Award is annually bestowed upon renowned leaders who have succeeded, despite facing adversity, and who are committed to both philanthropy and higher education.
Halle was born in Springfield, Massachusetts to hard-working parents who taught him the value of perseverance from a young age. During the Great Depression, his father worked as a security guard at a wartime production plant to support Mr. Halle and his six siblings. Inspired by his father‚s determination to succeed, Mr. Halle delivered newspapers, developed photographs, cut grass and dug graves to help support his family during his childhood. In 1948, Mr. Halle enrolled at Eastern Michigan University (EMU), but left to join the Marines so that he could serve his country in the Korean War. Upon the completion of his military service, he returned to EMU to finish his degree in business administration, and after graduation, tried his hand at selling insurance. Mr. Halle then joined a high school friend in a wholesale tire, battery and accessories business, and despite the fact that the business failed, he knew he had found his passion. In 1960, he opened the first Discount Tire store in Ann Arbor. In the beginning, Mr. Halle was the company‚s purchasing agent, accountant, salesman, service technician, cleaning crew and sign painter. He built his business one tire sale at a time, and 54 years later, Discount Tire is the largest independent tire company in the world with sales exceeding $4.2 billion. It has twice been voted Arizona‚s Most Admired Company.
“The entrepreneurial spirit that is so instinctive in Mr. Halle is a hallmark of our Membership,” said Tony Novelly, president and CEO, Horatio Alger Association and 2000 Horatio Alger Award recipient. “We honor his determination and drive as much as we honor his professional success and philanthropic generosity. We look forward to welcoming Mr. Halle as a lifetime Member, and we have every confidence that his life story will serve to inspire our Scholars for years to come.”
A generous philanthropist, Mr. Halle supports a variety of causes, including the Halle Heart Center, Special Olympics, Arizona State University (ASU) Cancer Center, Childhelp USA and more. He is a member of ASU‚s Dean‚s Council of 100 and is an Entrepreneurial Fellow at the University of Arizona. Wanting to give back to his alama mater Eastern Michigan University, Mr. Halle made the largest individual gift ever received by the school. He has received numerous awards, including the American Academy of Achievement‚s prestigious Golden Plate Award, Northwood University‚s Outstanding Business Leader Award and ASU‚s Entrepreneur of the Year Award. In 2014, he was named Dealer of the Year from Modern Tire Dealer. His foundation, the Diane and Bruce Halle Foundation, supports organization that address homelessness, hunger, health, medical research and education. Through the foundation, a scholarship program has been established that allows every child of a Discount Tire employee the opportunity to attend college.
In accepting the Horatio Alger Award, Mr. Halle commented, “To be part of such an esteemed group of leaders is both deeply humbling and deeply gratifying. I learned hard work from my father who struggled through the Depression to support our family. His work ethic has always served as an inspiration to me and I believe that my success is rooted in his outstanding example. I look forward to helping the Association perpetuate its mission of preserving the American Dream ˆ a dream that I have been lucky enough to live ˆ among its Scholars.”
In addition to presenting its annual award, Horatio Alger Association administers one of the largest, privately-funded scholarship programs for students in the United States and Canada. These students, like the Members, have faced significant adversities, but have persevered and are determined to overcome life‚s challenges. Scholarships are wholly funded through private donations from Members, Life Partners and friends, and since 1984, the Association has provided more than $100 million to promising students in need.
Mr. Halle and the Member Class of 2015 will be officially welcomed into the organization during the 68th Annual Horatio Alger Award Induction Ceremonies in Washington, D.C. April 9-11, 2015. In addition to recognizing these tremendous leaders, Horatio Alger Association will also honor its 2015 National Scholarship recipients, affording both groups the opportunity to meet and learn from one another.
Effective corporate counsel has never been more important than it is in today’s new economy.
Az Business magazine is recognizing the important and vital role that in-house counsel plays in the success of a business with the Arizona Corporate Counsel Awards (ACC Awards). The 30 finalists and winners were honored Thursday, January 16 during a ceremony and dinner at the Ritz Carlton Phoenix. Here are the finalists, in alphabetical order:
Melissa M. Buhrig
Vice president, assistant general counsel and assistant secretary
Since 2005, Buhrig has served as a founding member of the Western Refining legal department. Her responsibilities include corporate governance, compliance, and securities matters for the company. Prior to joining Western Refining, Buhrig was a shareholder in Barfield Law, a Miami, Florida-based boutique firm representing commercial insurers and business leaders in corporate and litigation matters. Before that, she was a founding member of the satellite litigation department in the Naples, Florida office of Robins, Kaplan, Miller & Cirsi, a national law firm.
Human resources legal attorney
Bullock joined Intel in Chandlers as an HR legal attorney in 2010 following an extremely successful career in private practice. Bullock joined Ryley, Carlock & Applewhite in 1995 and was elected a shareholder in the firm just four years later. When she departed for Intel and the new challenge of an in-house legal role, she was chair of the firm’s well-respected Labor & Employment Practice Group. While in private practice, Bullock’s practice was devoted to counseling and defending employers faced with claims of sexual harassment, disability, gender, age, race, wrongful discharge and employment-related tort and contract claims.
Vice president and general counsel
Best Western International, Inc.
Cuculic manages the legal department for Best Western, the largest hotel chain in the world, in a manner that is efficient, effective, and respectful. Cuculic is also actively involved in managing strategic direction, providing guidance on corporate legal issues, board and board committee matters and managing relationships with external counsel. Since his arrival at Best Western, Cuculic has been thrust into various complex litigation, including IP and antitrust class action matters. Through his guidance, Cuculic spearheaded legal victories for Best Western that resulted in a complete mitigation of damages.
Chief intellectual property counsel
Honeywell International, Inc. – Aerospace
Desmond is the chief IP counsel for Honeywell Aerospace, a $12 billion business unit of Honeywell International Inc. which has more than 7,000 employees in Arizona. Honeywell Aerospace’s Vice President of Engineering and Chief Technology Officer, summarized Desmond’s contributions to Honeywell Aerospace as follows: “Bob has developed a world-class intellectual property process within Honeywell Aerospace. He has not only refined and improved our intellectual property portfolio, but also created a sustainable process for refreshing its contents and ensuring the true business value of the IP is being properly realized. He has set the standard for Honeywell and the broader aerospace industry.”
Corporate contracts counsel
Franklin leads an international team of six member,s including both lawyers and contract professionals who are charged with negotiating semiconductor manufacturing sales agreements with customers throughout the world. These negotiations can span many months and typically involve describing every aspect of the manufacturing and supply processes within ON Semiconductor. Franklin is fond of saying that this is a job she is passionate about because it uses all the various areas of expertise that she has built up over her career: detailed lawyering, strategic planning and tactical negotiations.
GoDaddy in-house legal department
GoDaddy’s legal team is led by General Counsel and Corporate Secretary Nima Kelly. GoDaddy’s 13-lawyer legal team counsels this rapidly-growing Internet company as it accomplishes its mission of empowering its customers to easily start, confidently grow and successfully run their own ventures. GoDaddy currently serves more than 12 million paying customers worldwide with 4,300 employees working in 21 states and eight countries. Under Ms. Kelly’s leadership, GoDaddy’s legal department has been re-engineered to efficiently deliver high-quality legal advice at the pace needed to keep up with its business partners. Divided into Intellectual Property, M&A/International, Litigation/Employment, Agreements and Internet Policy functions, its lawyers work as a cohesive team and are encouraged to “roll up their sleeves,” become intimately involved with their clients’ day-to-day activities and help them accomplish their business goals. Issues range from the serious (patent litigation and international expansion) to the sublime (the Super Bowl ads and talent agreements with Kid Rock, Snoop Dogg and Ke$ha for the annual blowout Holiday Parties). The team also works to develop effective and responsible Internet policy for GoDaddy and the global online community.
W.L. Gore & Associates Inc.
Harrison has served as one of the corporate counsel at Gore for nearly nine years. She leads the medical device manufacturer’s product liability litigation and counseling practice globally. For much of her tenure at Gore, Harrison also led strategic counseling and litigation in the area of non-competes and trade for Gore’s Medical Products Division and provided extensive employment law counseling and litigation management for sales associates in the division. Harrison also assumed a significant leadership role in developing and implementing an innovative integration program for new legal team members to effectively facilitate their participation in the company’s global legal team.
John T. Jozwick
Senior vice president and general counsel
Rider Levett Bucknall
Rider Levett Bucknall hired Jozwick by contract in 2002 for a temporary assignment analyzing claims made by subcontractors in a major wastewater treatment plant project. As word spread with clients about his expertise in analyzing construction disputes, forensic claims, and construction defects, Jozwick was offered a full-time role. Under his direction, the company’s claims department grew from one temporary contractor to five full-time employees. Jozwick also played a major role in developing advisory services into a significantly profitable service. Today, the advisory service line offers clients risk analysis, claims analysis, dispute resolution, expert witness and dispute avoidance services.
Alan Kelly, Scottsdale Lincoln Healthcare Network’s legal team
Senior vice president and general counsel
Scottsdale Lincoln Healthcare Network
Kelly has been an in-house lawyer at Scottsdale Lincoln Healthcare Network for the past nine years. By creating an efficient and modern legal department, Kelly has been able to provide advice to everyone from executives to operational employees. His continued innovation led him to improve the SLHN Risk Management Department so that it can effectively manage all of the complex risk that a $1 billion company is faced with. Kelly’s strong leadership is as highly valued as his skills as an innovator. Johnathan Wallach, one of Kelly’s employees, said, “Alan has been a true mentor who actively promotes initiative in all people who work for him.”
Deputy general counsel
Standard Microsystems Corporation
Koppen is Standard Microsystems’ main transactional attorney. Kim Van Amburg, senior vice president and general counsel at Casino Del Sol Resort, said that during her 10 years at the company, Koppen has been able to hone a “specific expertise in negotiating terms of sale agreements with her employer’s customers,” some of which are the world’s largest semiconductor companies. Koppen has been instrumental in “increasing efficiency, production, and accountability without increasing the size of the legal department.” Her contributions to the company have helped double the company’s revenue. She teaches the University of Arizona College of Law’s first-ever contract drafting course, which she developed.
Vice president and general counsel
Koval went to Kitchell in 2004 as an employee for one of the company’s subsidiaries, Kitchell Contractors. In this role, he brought credibility to the company through refining legal processes, streamlining and creating uniformity in subcontractor relationships and evaluating the company’s risk. His results earned the respect of everyone at Kitchell and he was eventually tapped by CEI Jim Swanson to oversee all legal activities for the 60-year-old company. Kitchell’s interests include real estate development, commercial construction, program and construction management and air conditioning wholesale supplies.
Senior vice president and general counsel
Lewin leads Avnet’s 98-member global legal department and provides advice and guidance to the company’s business leaders. “Erin has demonstrated her ability to effectively guide a global team that deals with a complex, multinational legal environment while serving as a leader who fosters collaboration and employee engagement for her team,” said Avnet CEO Rick Hamada. In 2013, Lewin’s team oversaw the legal aspects of 12 acquisitions with a combined deal value of $367 million and combined revenue value of $1.2 billion, as well as the divestiture of two subsidiaries.
Chief compliance office and executive vice president
LoCascio has been with Angel MedFlight, a worldwide air ambulance company, since 2008. In 2008, LoCascio was named one of the top 50 pro bono attorneys in Arizona and stays involved in the community by volunteering for the American Cancer Society, FreshStart and HomeBase Youth Services. She is a member of the American Bar Association, the Association of Corporate Counsel, and the Executive Women’s Golf Association. In addition to practicing law and volunteering, LoCascio was crowned Ms. Arizona Woman in 2007. This competition is part of the Arizona United States Pageants. She also ecompetes in triathlons.
Senior counsel, labor and employment
Pinnacle West Capital Corp.
Mason is a strategic partner helping his internal clients solve legal problems in a changing industry. Mason transitioned two years ago as a shareholder at a large national firm, Greenberg Traurig, to a role with Pinnacle West. Mason often works to build consensus with various teams to reduce the threat of litigation. He challenges external counsel to be creative but cognizant of the costs of litigation. Mason served as the young lawyer representative to the State Bar Board of Governors for several years and currently sits on the Executive Council for the Labor and Employment Section for the Arizona State Bar.
L. Richards McMillan
Senior vice president and general counsel
McMillan has been senior vice president and general counsel of Freeport-McMoRan Copper & Gold Inc. since October 31, 2007. McMillan served as senior corporate and securities law attorney of FCX since 1995. The Tulane University Law School graduate joined FCX after a 30-year career with the law firm of Jones, Walker, Waechter, Poitevent, Carrère & Denègre, L.L.P., where he served as partner. McMillan served as head of Jones Walker’s corporate and securities section and also served as a member and chairman of the Jones Walker’s Executive Committee.
Vice president and general counsel
Make-A-Wish Foundation of America
Mulvihill is general counsel of the Make-A-Wish, a national nonprofit organization with 74 chapters that grant the wishes of children with life-threatening medical conditions. A substantial portion of Mulvihill’s time is spent protecting the Make-A-Wish name and trademarks from infringement by sound-alike organizations and others. In connection with these efforts, he has worked closely with various state charity officials, as well as with the U.S. Senate Finance Committee and the Federal Trade Commission. Prior to joining Make-A-Wish, Mulvihill was a partner in a firm in Pittsburgh, where his practice focused on commercial litigation.
Carmen L. Neuberger
Senior vice president and general counsel
Phoenix Children’s Hospital
A hospital that is a part of the ever evolving health care environment “requires a knowledgeable talented and dedicated general counsel,” said Debra Stevens, director of marketing and communications for Phoenix Children’s Hospital. Neurberger not only possesses the knowledge and talent Stevens speaks of, but she essentially developed the hospital’s entire legal department. During this process, Neurberger was able to create a program which allows the hospital to manage and control its own risk. She is also credited with developing and implementing a code of ethics, and improving the relationship between the legal and human resources departments.
Oseran has worked in the information technology and legal fields for more than a decade, ensuring legal compliance, designing network infrastrcuture and managing large project teams. He also enforced information technology laws on behalf of the 5th largest District Attorney’s office in the country, and prosecuted the first state level case of Internet anti-piracy in the United States. Oseran advises business units on developing privacy-protective products, campaigns, websites and other programs. He also manage internal tools to report compliance and communicate policies. Before moving to eBay, Oseran led Paypal’s innovation and continuous improvement of the IT control framework, including the integration of multiple compliance requirements.
John M. Pons
Executive vice president and general counsel
Cole Real Estate Investments, Inc.
Pons has been instrumental in guiding the legal department at Cole in supporting the company’s overall mission in the acquisition, management and disposition of real property. The company has seen tremendous growth, listed on the NYSE and has lined itself up for a merger/acquisition that is poised to make it one of the 15 largest REITs in the United States. Pons’ demeanor and guidance has helped make Cole’s legal department high-functioning, highly collaborative and highly-engaged. Before attending law school, Pons was a captain in the United States Air Force where he served from 1988 until 1992.
Lumension Security, Inc.
As the sole in-house lawyer, Pickering manages legal issues across the globe and is often called upon to do the day-to-day legal work, such as customer contract review, that helps the organization save money on outside lawyers. But as the general counsel for a software company with operations in North America and Europe and a sales force throughout the world, Pickering has to help the organization move forward with strategic initiative and work with other executives to manage risk, solve legal issues, and support and direct outside lawyers in a competitive and rapidly changing business environment.
Daniel J. Quigley
Tohono O’odham Gaming Enterprise
Quigley began his representation of the Tohono O’odham Nation with respect to its gaming operations in 1995. However, it was in 2003 that the Tohono O’odham Gaming Enterprise created its own in-house legal department and hired Quigley as its first general counsel. Quigley has faithfully represented the Nation’s gaming interests through a time when it has experienced exponential growth. Among his more noteworthy triumphs are the successful campaign for the 2002 Indian Gaming Initiative (passed by Arizona voters in 2002) and subsequent Gaming Compact negotiations with the State of Arizona.
Vice president, general counsel, secretary
Sherman joined Taylor Morrison as vice president and general counsel in June 2009 and helped the home builder launch a successful IPO in 2013. He is responsible for the company’s legal affairs including transactions, governance, litigation and regulatory matters. Prior to joining Taylor Morrison, Sherman was general counsel at Centex for four years in the Southwest and Mountain States Regions and associate general counsel at Del Webb/Pulte for five years. Prior to joining the homebuilding industry, he was a finance and real estate attorney at the law firm of Snell & Wilmer in its Phoenix office.
Executive vice president and general counsel
Silhasek manages the legal and real estate departments and is specifically involved in all real estate acquisitions, matters of taxation and complex business litigation. Silhasek began his association with Discount Tire in 1980, while in private practice, and joined the company in 1988. During his association with Discount Tire, it has grown to become the world’s largest tire and wheel retailer with more than 870 locations in 28 states. Silhasek received his Juris Doctor from Creighton University Law School and a Master’s of Law in taxation from Georgetown University Law Center.
Sprouts Farmers Market, Inc.
The natural and organic grocery chain hired its first in-house counsel, Brandon Lombardi, in January 2012 and he set about assembling an in-house legal department that could provide the needed legal services with the quality, acumen, and responsiveness that he and his fast-paced client demanded. Sprouts’ recent success, including the IPO which was shepherded from commencement to completion by Lombardi and his team, serves as a model for how to aggressively yet responsibly build a business. That success could not have been achieved without Sprouts’ legal department. That this 10-person team did not exist two years ago makes their accomplishments even more impressive.
Karen Stein, IO’s legal department
Stein oversees all legal and risk management functions of the company. She holds a Juris Doctor, with honors, from Emory University, an MBA from Loyola University with a concentration in finance, and a Bachelor of Science degree in business from the University of Maryland, where she graduated magna cum laude. She has practiced law since 1994, focusing on business transactions, licensing, and intellectual property. Before joining IO, Stein practiced at the Troutman Sanders law firm in Atlanta and served as the Assistant general counsel for the PGA Tour for 10 years.
Vice president and associate general counsel
Stockslage is the senior legal leader for Dignity Health’s Arizona and Nevada service areas, which includes six hospitals — including the world-renowned Barrow Neurological Institute — and more than 40 affiliated outpatient sites. As one of three regional legal leaders reporting to Dignity’s general counsel, Stockslage supervises a staff of 11 and is the lead attorney for joint venture transactions and relationships across the Dignity system. He has helped implement a restructuring of the Dignity legal department, its work flows, reporting relationships and client accountabilities to facilitate Dignity’s implementation of healthcare reforms and to accommodate its growth strategy to become a national healthcare provider.
Randall S. Theisen
Executive vice president, general counsel, assistant secretary
Western Alliance Bancorporation
Theisen has served as general counsel of Western Alliance Bancorporation and its three bank affiliates includes Alliance Bank of Arizona, BankWest of Nevada and Torrey Pines Bank since February 2006. Theisen joined WAL from Squire Sanders & Dempsey and has more than 20 years of legal experience representing financial institutions in banking, corporate and financial services law. He was named a “Leading Lawyer 2006” and “Best of the Bar 2005.” He serves on the Business Law Committee and Consumer Financial Services Committee for the American Bar Association. He is also a member of the Arizona Bankers Association.
Senior associate counsel, labor and employment/litigation
Insight Enterprises, Inc
Walker is the sole litigator and labor and employment lawyer for Insight in the United States and Canada. Insight is a Fortune 500 company that provides hardware, software and related services to business and government agencies. Walker is “stunningly successful” at preventing, resolving, and promptly defending claims that go through litigation in labor and employment, commercial matters and in actions brought by government agencies according to Mark Rogers, association general counsel for Insight. Walker has also been able to reduce spending on several categories of work. “Above all, (he) is a practical problem solver and has excellent business judgment,” Rogers said.
Assistant general counsel
Emerson Network Power
Colleagues say Zigun in the kind of attorney every business wishes it had. Zigun has an exceptional depth of understanding of his clients’ business and products and is intimately familiar with the company’s strategy and direction. In more than 30 years as an in-house counsel, Zigun has never had an agreement he worked on be litigated. This is a testament to his ability to successfully resolve disputes. Zigun, who earned an undergraduate degree in industrial engineering from Cornell and his law degree from Boston University, has represented large public companies that include Raytheon, Motorola and Emerson.
The Lavidge Company (TLC), a full-service advertising, public relations, communications, consulting and interactive marketing agency, and Dole® Food Company have partnered in developing the summer “Peel the Love” campaign.
TLC edged out national agencies with its Peel the Love campaign idea and was selected to lead the concept, design and messaging standards of the year-long Dole campaign. The Peel the Love theme focuses on the fun, versatility and universally loved aspects of the iconic yellow fruit, which Dole grows more of globally than anyone else. The campaign is playful and modern, utilizing vibrant, summer colors, that invites people to Peel like a kid again. Dole. Peel the love.
TLC’s team created the overall campaign concept, developed the messaging and visual direction, and worked on in-store promotional materials including posters and special recipe cards. Additionally, the agency oversaw the production of the campaign standards guide, working in collaboration with Dole’s public relations and interactive agencies that extended the campaign through additional channels.
A feature of the Peel the Love campaign is the Peel the Love Summer Food Truck tour that will be visiting banana-loving cities across the country. The brightly colored Peel the Love food truck, featuring TLC designs, is staffed by healthy-eating advocates and will stop at supermarkets, parks and other venues to dispense samples and recipes that use DOLE Bananas in fun ways. The truck will be making several stops in Phoenix, Arizona and surrounding areas from June 27 through July 6. Dates, times and truck stop locations can be found at www.dole.com/peelthelove.
“We’re extremely proud to have worked with Dole on this campaign,” says Bob Case, chief creative officer of TLC. “The work was strategically driven, smart, and incredibly fun to do – we thank Dole for the opportunity and look forward to continuing our work with them.”
TLC is a Phoenix based full-service advertising, public relations, and interactive marketing agency offering best-in-class traditional and leading-edge marketing services all in-house. Since 1982, The Lavidge Company has specialized in developing brand positioning for products and services. Lavidge serves prominent national, regional and local brands including Dole, United Rentals, Phoenix International Raceway, Republic Services, Discount Tire, Blue Cross Blue Shield of Arizona, Massage Envy, Phiten USA, Banner Health, McDonald’s and many more. The agency has helped companies increase sales, raise brand awareness and grow their businesses.