Iconic fruit juice brand Del Monte has launched a national advertising and social media campaign through Bath-based TheAgency, positioning the global brand at the premium end of the UK ambient juice category.
The commercial, currently airing on ITV1, features members of the public tasting Del Monte orange juice as part of the recent research programme that found the majority of people prefer the taste of Del Monte orange juice to the other leading juice brand.
The TV campaign is supported by national radio, press, door drops and an in-store promotion. In addition, a comprehensive social media campaign surrounding the taste test has been planned, incorporating a blogsite, Facebook fan page, QR codes, and the newly launched Facebook Places, to help drive footfall into specific stores via promotions.
The Del Monte brand has been around since 1892. Since the start, it has positioned itself as a guarantee of quality, using only the finest natural fruit and stringent quality processes. For years, this commitment to quality and freshness has been embodied in the iconic “Man from Del Monte” TV ads, the last incarnation of which ran in 2004.
Del Monte seeks to revitalize consumer interest in ambient juices. In May, the company re-launched its core ambient fruit juice range with new packaging and reformulations of its Orange, Apple, Tomato, Grapefruit and signature Del Monte Gold Pineapple juices. The range has secured major listings with leading retailers.
Virginie de Beco, Head of Marketing EMEA, comments: “The ambient juice sector has become more popular again as consumers realize the benefits of premium products at more affordable prices, which can be bought in bigger quantity and stored for longer. The ambient sector accounts for 51.7% of the total juice market, which itself is worth £1.7bn in the off-trade – 29% of the total soft drinks market. There is a significant opportunity to re-establish Del Monte as a real force in the everyday premium juice market – and we’re relishing the opportunity to do this.”
