Del Monte: Consumer PR and brand campaigns promoting healthy living

Del Monte asked us to insert their brand and product range into the ongoing media conversation around healthy living, particularly for audiences on a budget. The great news –Del Monte’s marketing is packed full of amazing partnerships and the team were up for some creative consumer PR thinking!

OUR APPROACH

We tasked ourselves to come up with a series of creative consumer campaigns, the first of which was the “Nan from Del Monte”, a play on Del Monte’s famous 80s advertising campaign. Based on the truth that many Britons fear losing culinary traditions, we set out to find the “Nan from Del Monte”, a nan who could help keep intergenerational family recipes alive.

After a nationwide hunt which resulted in lots of regional media coverage, Pauline Crosby, a 74-year-old grandmother from Norfolk was chosen to share her recipes, lending her seal of approval to new creations, just like the famous Man from Del Monte did in the ‘80s.

Pauline so impressed the Del Monte judges that they asked us to script and direct a TV advertising deal with ITV This Morning. Cherish scripted and directed the ad working with the crew on the day to capture this 15 second spot.

This high-profile TV spot reached a whopping 840K This Morning viewers, complemented by 80 pieces of earned coverage and a reach of over 21M consumers from the PR campaign. With extensive retail media coverage, consumer PR highlights included:

ITV Evening News

The Scotsman