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The Spirit Of to create £1million Del Monte campaign

Del Monte is to launch its frozen fruit range with a new £1million marketing campaign which will be handled by Yorkshire based agency, the Spirit of.

The branding and design consultant will take on the campaign to promote the frozen fruit range which will launch next Spring initially with seven different punnets of fruit and two smoothie mixes.

Del Monte frozen fruit will be distributed through Denuo Foods Ltd and will compete in a category worth £32 million a year, but one which is currently dominated by own label.

The Spirit of. which has already developed the range and packaging for the new products, will handle the launch which will be supported online and in the press with a £1 million campaign positioning the brand as "Only the freshest fruit...frozen".

Yorkshire-based PR agency MCG has been tasked with promoting the products across the trade and consumer media.

Alan Rogan from the Spirit of. said: "Frozen food is experiencing something of a renaissance at the moment as leading brands have stressed the health benefits of frozen food and consumers look to eat more naturally and avoid waste so it's a good time to be launching a premium frozen fruit product."

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