Del Monte Foods is looking to modernize its image with consumers of all ages, convince private label-loving millennials that it’s worth paying a bit more for its branded canned and packaged products, and drive awareness and sales for a growing number of new products.
The 132-year old company from Walnut Creek, California, whose brands include Contadina, College Inn and S&W, as well as Del Monte, has in recent times scored successes with launches of healthy, convenience-oriented products such as Del Monte Fruit Refreshers and Del Monte Fruit & Chia. Last June, it added a Del Monte Fruit & Oats line.
Del Monte Foods generated $308.3 million in sales in its fiscal 2019 Q1, ended in July, accounting for 71% of sales for Singapore-based Del Monte Pacific, its owner since 2014.
Those sales represented an 8% decline from the prior-year period, in part reflecting lower volumes of private-label goods — which in turn reflects an overall strategy to de-prioritize private-label and other unprofitable businesses in favor of focusing on Del Monte’s core businesses and innovations, according to the parent company.
With new chief marketing officer Bibie Wu in place since March, and new agency of record Doner LA also brought on board, the team is unveiling its first big new work: Del Monte’s first new master brand campaign since 2012, when it launched “Bursting With Life."
According to mediapost.com, the new, multi-year campaign, “Growers of Good,” includes TV spots and also spans digital and social media platforms. The focus is on the brand’s relationship with its farmers, the communities and people it serves, and its natural resources.