Del Monte has launched a national advertising and social media campaign aimed at positioning the global brand at the premium end of the UK ambient juice category.
The commercial, airing on ITV1, features members of the public tasting Del Monte orange juice as part of the company’s recent research programme that found the majority of people asked preferred the taste of Del Monte orange juice to the other leading juice brand.
The TV campaign is supported by national radio, press, door drops and in-store promotion. In addition, a comprehensive social media campaign surrounding the taste test has been planned, incorporating a blogsite, Facebook fan page, QR codes, and the newly launched Facebook Places, to help drive footfall into specific stores via promotions.
“The ambient juice sector has become more popular again as consumers realize the benefits of premium products at more affordable prices, which can be bought in bigger quantity and stored for longer,” explained Virginie de Beco, Del Monte’s head of marketing EMEA.
“The ambient sector accounts for 51.7% of the total juice market, which itself is worth £1.7bn in the off-trade – 29% of the total soft drinks market.”
All aspects of the campaign were created by Bath-based integrated creative agency TheAgency.
The Del Monte brand has existed since 1892. Its success in modern times has been bolstered by the iconic “Man from Del Monte” TV ads, which were aired up until 2004 and embodied the company’s commitment to quality and freshness.
In May, the company re-launched its core ambient fruit juice range with new packaging.