Del Monte
It's what's on the inside that counts |
Canned vegetable consumption was in continual decline. And, despite Del Monte’s superior quality, loyalty levels were low. Consumers were using private label brands 1.6x more often and using Green Giant/Libby’s as often as Del Monte. Del Monte needed a marketing strategy and integrated marketing plan that would make the brand relevant again and reverse these sales trends.
We led an 8 member cross-functional Del Monte Foods team in the development of a marketing strategy and fully integrated annual marketing plan. We then worked with other agencies to execute the plan through TV advertising, in-store promotions, social media marketing, and public relations. |
Campaign Strategy
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.
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.
Summary of success |
The integrated marketing plan turned around declining sales (+5) in a declining category using fewer working dollars.
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