Canned vegetables are no longer the preferred choice. When they are, Del Monte is not always top of mind and consumers see all the brands in the category as acceptable solutions. The net is that consumers are not sure Del Monte is always worth paying more for.
Today, consumers are skeptical about the food they eat. They demand greater transparency before they feel good enough to buy a brand. And, when people do feel good about a brand, they’re far more willing to pay a bit more to get it.
Or job was to convince consumers that Del Monte vegetables contain only the simplest, purest of ingredients that are much healthier than she thought.
The simple message helped the brand achieve an impressive sales growth for the first quarter of 3 percentage points.