THE PROBLEM

The Italian foods segment was crowded with brands making similar claims. Del Monte needed a distinct story for its new launch.

 

 

INSIGHT

Most “Italian” products were sourced locally or inspired by Mediterranean flavours. Very few were truly made in Italy by Italians.

 

 

IDEA

We made authenticity Del Monte’s biggest differentiator with the thought:

“Can’t Get More Italian” and had fun in how we communicated it.

 

 

EXECUTION

A launch film and digital campaign took audiences behind the scenes of their favourite Italian products, spotlighting the real Italians behind the craft supported through social media, e-commerce banners and the same comms on all collaterals.