Del Monte has been the top banana in the fresh produce category for over a century. However, its most-passionate snackers, who we call Fruit Fanatics, aren’t willing to settle for the same old, same old. They want what everyone does: quality, innovation and excellence, and they want it in a way that fits in to their modern lifestyle.
As the brand approached its 125th anniversary, a celebration was in order, but we struggled with what to communicate in this commoditized category to stay fresh, an attribute that has been a Del Monte constant. Our objective was to create a campaign based on a trait that Del Monte shares with its audience to develop a lasting relationship with its core Fruit Fanatics.