Consumers walking through the center aisle of the grocery store will soon notice that Del Monte, the largest player in the category, has a new look.
For the first time in more than 10 years, Del Monte has changed its look and feel, as well as the highly recognizable "shield."
As a continuation to the brand's "Bursting with Life" marketing campaign, which launched in late 2012, the new packaging celebrates the brand's garden quality:
• Communicates the ingredient story (products are grown in the best growing regions) by showing imagery straight from the source: the vine.
• Emphasizes the brand's production story (picked and packed at the peak of ripeness to lock-in essential nutrients) by showing the fruits and vegetables placed in crates and sourcing information on the label, such as Grown in America, California, Blue Lake.
• Reflects the vibrant healthy lifestyle of the consumer by showing peaks of sunshine cascading through the label.
The new graphics will appear on all fruit, vegetables and tomato packaging to pull through consistency with the brand. The new packaging will be revealed in print ads appearing in 36 publications, as well as television ads.
Source: Del Monte