Long an anchor of center-store, Del Monte approached us to help them expand their brand presence to store perimeters where consumer traffic and margins were much higher. But could a brand known for selling canned fruit (swimming in syrup) successfully introduce a new, healthier refrigerated alternative?
In order to be successful, we had to change the way Del Monte marketed. We knew showing this new product carefully placed into impossibly happy family snacking occasions wouldn’t cut it. Instead, we set out to strip Del Monte of its 'old school' image and replace it with a surprisingly hip and suggestive sensibility. Our “Fruit Undressed” campaign did more than communicate the convenience of ready to eat fruit, but showcased the product in a suggestive way that was altogether different from anything being done in the CPG category.
Shoppers ate it up—literally. Household penetration increased 50%, leading to a 14 point market share increase in just 12 months.