The company, one of the world’s largest providers of fresh-cut, packaged salad, is enlisting the services of Emmy-winning actress Felicity Huffman in its integrated marketing program, DOLE® Salad’tude.

The multimedia campaign combines celebrity endorsements, spirited salad celebrations and social media clubs with digital promotions featuring trips to California and other destinations as prizes; all position salad as an opportunity for personal extravagance and escape.

“We’re encouraging salad lovers to adopt a ‘salad state of mind’ in 2012 – and giving them the license to practice a new attitude of healthy salad self-indulgence,” said Ronda Reed, vice president of marketing for Dole Fresh Vegetables, in a press release.

Huffman will star in a series of online and traditional ads that attempt to entice salad users to greater personal expression using Dole’s 38 salad blends and all-natural kits. She will work with Dole to host media events and appearances, as well as the “Show Your Salad’tude Sweepstakes,” an online opportunity for one participant to win a trip for five to Monterey, Calif., for a salad-indulgence experience that includes dining with her.

According to Chris Mayhew, Dole Fresh Vegetables marketing director, 2012’s Salad’tude campaign is an extension of last year’s program in which Candice Olson, Clinton Kelly and Cheryl Burke applied their personal creative touches to the art of salad-making. The partnerships were the first in DOLE Salads history to specifically target non-food spokespersons and helped position the brand within a broader lifestyle context.