SAN FRANCISCO, CA - For the first time since 2012, Del Monte Foods is undergoing a massive rebranding initiative that shines a light on its relationship with growers, health, and produce.

The move was orchestrated by its new Chief Marketing Officer, Bibie Wu, who started in March of this year and has hit the ground running with the marketing launch. 

Wu worked with Doner LA to create the company’s first branding work since starting her role: “Growers of Good,” a video exemplifying its new strategy. This piece is part of a larger whole that includes TV spots that will air on TNT, TBS, Lifetime, Food Network, Cooking Channel, Bravo, and TLC. In addition to getting some time on the small screen, the campaign will get some digital and social media love, spanning the company’s platforms.

 “We believe our brand can help provide delicious nutrition to today’s busy families and also connect with consumers on a personal level by telling the story of how we care for the produce, the farms, and our environment today—and how that will benefit our world tomorrow, so we can nourish families for another 100 years,” Wu shared in a Q&A with Marketing Daily.

The goal for the campaign is to focus on the company’s relationship with its farmers, the communities that it serves, and its natural resources.

“We previously pursued individual campaigns to support each of our businesses: vegetables, which were more meal-centric, and Del Monte Fruit Cup Snacks, which were more for snacking and lunches. We feel it’s time to reconnect the brands under this platform, given the product innovation we are planning, and to drive more scale and efficiency across the portfolio,” she commented

Wu explained the approach builds on Del Monte Foods' most recent vegetable advertising, which has been focused on the product benefit of three simple ingredients: Just green beans, water, and a dash of sea salt.

"The new campaign brings all subcategories—vegetable, fruit, and tomato—under the Del Monte brand together under the ‘Growers of Good’ message,” Wu said. “The new direction plants us firmly in our great farming heritage but also moves the brand forward to connect with consumers of all ages, including millennials, about what matters most to them: families and communities.”

The company’s campaign is integrating more digital and social aspects, but it continues to focus on strong ROIs on its TV investment, as well as coupons supporting item launches, a Pinterest partnership, and PR and shopper marketing.

How will Del Monte Foods' new marketing measures increase interest in the growers our industry knows and loves, and will that transform the face of produce, fresh and beyond, in other ways as part of a ripple effect? AndNowUKnow will keep you updated with the latest.

Del Monte Foods