On the heels of its current “Bursting with Life” ad campaign, Del Monte continues to bring to life its brand positioning by reestablishing the role of its packaged fruits, vegetables, and tomatoes in contributing to a healthy lifestyle.
For the first time in more than 25 years, Del Monte Brand has updated its packaging and iconic brand mark across its portfolio, visually bringing to life its differentiating “Garden Quality” attributes by expressing the care Del Monte takes in cultivating its products: grown in the best regions, almost 90% in America, picked fresh and packed at the peak of ripeness, and delivering great taste and nutrients.
The packaging brings together the company’s fruit, vegetable, and tomato products under one unified design system. The creative reinforces Del Monte’s positioning strategy while still addressing unique category dynamics around product segmentation and shopping behavior.
The new design system features visuals fruits, vegetables and tomatoes freshly picked from gardens and orchards and contain provenance highlights including “Grown in America,” “California Tomatoes” and “Northwest Pears.”
“Del Monte’s 100+ year old commitment to cultivating quality products for a healthier lifestyle will be more visually apparent than ever for our consumer,” said Brian Ng, Vice President Marketing, Del Monte Foods.
The designs will extend across all fruit, vegetable, and tomato packaging and is currently on store shelves. The redesign will also be revealed in print, television, and digital advertisements.