Del Monte: Creative PR and guerilla marketing activation

THE CHALLENGE

Our challenge was to showcase Del Monte’s new “Fresh Cut Fruit” during the British summer by drawing on the brand’s association with tennis. Of course, Wimbledon is the summer’s biggest tennis event but Del Monte wasn’t an official partner. We needed a guerrilla approach.

OUR APPROACH

We developed a creative, guerrilla style PR activation that played on the product name, taking over a Wimbledon barbershop and calling it Fresh Cuts, offering tennis inspired haircuts to get you ready for all the action on court.

Working with social media hairstylist Tobias Bell, we recreated iconic hairstyles, from Pat Cash’s feathered mullet, Anna Kournikova’s signature plait and even a playful tennis ball buzz cut to capture hero imagery and highly shareable social content.

But we didn’t stop there. Tobias and the team headed out to set up a barber’s chair on site at Wimbledon Park, engaging hundreds of queuing tennis fans in the spectacle, sampling the new Frech Cuts product and getting the story shared across multiple social feeds as Championship goers recorded their day.

The Results

This low-budget social activation and PR stunt delivered some pretty big impact including:

4 Million social impressions

7 posts from Tobias’ own social feeds (TikTok 870.7K followers, Instagram 597K followers)

30 pieces of media coverage

37% in top tier media

Media coverage highlights included The Sun, Metro, TNT and The Grocer.

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