Del Monte Foods launched “Bursting With Life ” in the U.S. last week, a campaign created by its Canadian-based agency of record, Juniper Park.
“Bursting With Life” is Del Monte’s largest brand campaign in 10 years. The strategy focuses on the company’s roots.
“We realized that consumers have forgotten some of the really important attributes and benefits associated with our brand, about where the fruits, vegetables and tomatoes are grown, how we take care of the products in terms of packing and picking and that they’re as nutritious as fresh when you cook them,” said Brian Ng, marketing director of consumer products brand strategy at Del Monte.
Ultimately, the campaign is meant to change perceptions of canned fruits and vegetables, and recast them as a simple opportunity for healthier eating instead of a mere convenience.
Since nearly 90% of Del Monte fruit, vegetables and tomatoes are grown in the United States, one of the campaign’s touchstones is the countryside. In a new television ad, the canned green beans are touted as “grown in America.” Digital ads have focused on images of leafy vines.
The campaign’s media buy involves national TV, print and digital advertising, public relations, community engagement via social platforms and consumer promotions.
“When Juniper Park was working on this campaign, they pulled some black-and-white advertising that I think was from the early 1900s,” Ng said. “It talks about where we’re grown and the nutrition. In many ways, we’re going back to our roots.
“It’s new, but at the same time it’s very much a truth for the brand that extends back generations.”
A large part of the campaign involves the “Add Some Garden” contest, a Facebook-based promotion running until early February. Consumers are asked to submit their tips on making meals healthier and more flavourful by adding Del Monte products.
“We know from our past that consumers love talking about food, particularly online, and they love sharing recipes,” Ng said. “This is a lot simpler, though. The communication [is that] it’s not hard to eat healthy.”
The “Bursting with Life” campaign will run through March 2013, but Ng said there are already plans for an extension. “We’ve built this campaign to be multi-year, so to speak, so this is just the beginning,” he said.
