Via Toronto-based Juniper Park, a division of BBDO Canada, Del Monte Foods says it’s the largest master brand campaign in 10 years to “reestablish the role of canned fruits, vegetables and tomatoes in contributing to a healthy lifestyle.”
“Bursting with Life” includes national TV, print, digital PR, 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 will run through March.
