Delights with Del Monte

Jul 12, 2023 Del Monte
After revamping and modernizing the Del Monte brand image and launching the first Goodness Everyday campaign last year, PIGEON is launching the Cook with Del Monte campaign to inspire consumers to use canned fruit in their baking for the spring season.
Bake with Del Monte

The new campaign is fresh and colorful and builds on the friendly tone established in the first campaign. From a reminder of the intrinsic qualities of our products, we move on to their benefits, since Del Monte equals Del shared fun and Del smiles. This puts the brand at the heart of the message, this time evoking the good times spent cooking and enjoying good homemade desserts. Several easy-to-prepare, flavourful recipes have been created specifically for this campaign, and highlight our healthier product offering of fruit in water with no added sugar, and fruit in juice made from Del Monte concentrate. 

Del Monte has been around for a long time. We wanted to remind consumers that Del Monte, with its full range of healthier products, is a great culinary partner to inspire quick and easy recipes. We wanted our campaign to be friendly and, above all, unique to Del Monte”, says Jean-François Béliveau, co-director of 360 creation at Pigeon

The advertising campaign was deployed on various digital platforms in Greater Montreal and Greater Toronto markets. In-store and social media components were also developed, inspired by the theme created by PIGEON.

For this launch, the PIGEON team was supported by its partner Espace M, responsible for strategy and media placement, and the team of David De Stefano - Uno Photodesign, who produced the beautiful food photography for the campaign.