Set to energise shoppers with utterly irresistible, mouth-watering meal ideas, Del Monte® today announces the roll-out of its first product-focused TV advert in over 30 years. With three separate executions, each featuring one of Del Monte®’s best-selling fruit variants: peach, pineapple and fruit cocktail, the TV advert aims to inspire delicious, wholesome family meals with a field-to-fork message and WOW-factor recipes.
Through the mind’s eye of the main character, a mother looking for family meal inspiration, the TV advert briefly transports the viewer to the lush green orchards of one of Del Monte’s responsibly managed fruit farms, and then back to the family kitchen to reveal a delicious dish crafted using Del Monte® products. Finally, it directs viewers to the brand’s website for further recipe ideas. The fast-paced and upbeat delivery seamlessly links Del Monte®’s responsible farming and production methods to its promise of consistently great taste, quality, versatility and convenience.
Perfectly placed to air during some of the UKs most popular family and cookery shows, the TV advert will air for the first time on 26th December across selected ITV ad breaks with high relevance for the brand target group. It will run until 31st January across ITV channels including ITV1 cookery, ITV 2, ITV Be, ITV Breakfast and ITVX, reaching an estimated 41 million viewers, including Del Monte®’s core UK audiences of families, keen home cooks and viewers interested in sustainable foods.
“We are absolutely thrilled with this new TV advert. By shining a spotlight on how unique Del Monte® is, in that most of our products are grown by us, picked and packed by us, and how passionate we are about delivering great quality to consumers, the ad underpins why we are still the UK’s number one selling canned fruit brand today. It reminds shoppers that they can always rely on Del Monte® to deliver delicious, nutritious and excellent value products,” states Martin Tilney, senior commercial director, Del Monte® UK.
“With Christmas just around the corner and consumers still watching their budgets this year, we also wanted to support our shoppers by sharing ideas on how to create delicious and irresistible dishes for the family table, without breaking the bank. This is something we’ve always done through our website, social and PR campaigns, but the ad brings this message to life beautifully, as we see the family delight in the recipes created with our products.”
The new TV advert has been created by WOP agency and media planned and bought by Rathbone advertising. It is supported by a wider digital campaign and PR activity to deliver even more inspiring recipes to shoppers.
