Del Monte Foods Bursts Onto Advertising Scene With Largest Brand Campaign In 10 Years

"Bursting with Life" Campaign Addresses Consumer Misperceptions, Focuses on "Adding Some Garden" to Meals

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Nov 06, 2012, 04:50 ET

SAN FRANCISCO, Nov. 6, 2012 /PRNewswire/ -- Today, Del Monte Foods -- a 100+ year old iconic brand -- breaks their largest master brand campaign in 10 years to reestablish the role of canned fruits, vegetables and tomatoes in contributing to a healthy lifestyle.

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The "Bursting with Life" campaign consists of a national TV, print and digital advertising, public relations, community engagement via social platforms and consumer promotions. The campaign elevates the fruits and vegetables inside the Del Monte can by showing the product in its most natural state: fresh on the vines from Del Monte's orchards and gardens. A corresponding Facebook competition called "Add Some Garden" will be launched as a part of the campaign, asking consumers to share their tips for how they make meals more nutritious and colorful by adding Del Monte to their favorite dish.

The campaign is part of the company's renewed effort to shift consumer perception about canned fruits and vegetables by reinforcing the key attributes of Del Monte products:

Almost 90% of Del Monte fruit, vegetables and tomatoes are grown in the United States, in the best growing regions for a consistently quality product.
Del Monte fruit, vegetables and tomatoes are picked at the peaks of ripeness, with the majority canned the same day they are picked to lock in nutrients and flavor.
Del Monte fruits, vegetables, and tomatoes contain the same essential nutrients as fresh when prepared for the table.

The campaign will run through March 2013 and is headed by Toronto-based Juniper Park, a division of BBDO Canada Corp.

"The campaign focuses on why consumers should feel good about using Del Monte fruits, vegetables and tomatoes as a part of their healthy meals and snacks, elevating the brand from merely a convenient and reliable choice, to a preferred ingredient that enables them to live a healthy lifestyle," said Brian Ng, Director of Director of Marketing/Consumer Products Brand Strategy & Trademark Development at Del Monte Foods.

About Del Monte Foods
Del Monte Foods is one of the country's largest and most well-known producers, distributors and marketers of premium quality, branded pet products and food products for the U.S. retail market, generating approximately $3.7 billion in net sales in fiscal 2012. With a powerful portfolio of brands, Del Monte products are found in eight out of ten U.S. households. Pet food and pet snacks brands include Meow Mix®, Kibbles 'n Bits®, Milk-Bone®, 9Lives®, Milo's Kitchen™, Pup-Peroni®, Gravy Train®, Nature's Recipe®, Canine Carry-Outs ® and other brand names. Food product brands include Del Monte®, Contadina®, S&W®, College Inn® and other brand names. The Company also produces and distributes private label pet products and food products. For more information on Del Monte Foods, visit the Company's website at www.delmontefoods.com.

SOURCE Del Monte Foods