DEL MONTE, FRUIT UNDRESSED
Chilling in your produce department
First off… Del Monte was launching a premium fruit line in a section of the grocery store that was brand new to their consumers. Instead of canned syrupy fruit, now they were offering a healthier alternative in the refrigerated produce section.
So we… Created work that broke the mold from the typical Del Monte marketing. Instead of being family friendly, the ads had to be provocative, because after all, this was fruit in the nude. The buff. In its birthday suit. You get the picture – Fruit Undressed is fruit with hardly anything else added.
And then… With a combination of these ads, smart media placement and effective coupons, household penetration went up 50% and there was a 14 point market share increase in just one year.
We contributed, as a team or individually, to the following work created and produced by Smith Brothers Agency.