For the first time in over 30 years, Del Monte will be returning to UK’s television screens this autumn, with a 20 second TVC as part of its Jurassic World Camp Cretaceous partnership campaign with DreamWorks Animation and Universal.
Del Monte is back
The new advert (below), created by ITV Regional Creative Production will air this week during Good Morning Britain on ITV and run until 31 October across ITV, ITVB and CITV, reaching an estimated 22 million viewers.
Older readers will remember the iconic ‘Man from Del Monte’ ads from the 1980s, which featured a mature connoisseur who searched the world’s villages ‘for the finest fruit’.
The campaign was so popular it even inspired a band from Manchester who called themselves The Man from Del Monte.
Despite having been away from our TV screens, Del Monte (the fresh fruit firm, not the band) has continued producing foodie videos via its YouTube channel, DelMonteFresh, which currently has just over 6,000 subscribers.
The fruit brand’s new media campaign, which makes it the first this millennium, has been planned and bought by Matt Potter, Partner at Rathbone Advertising Ltd.
Sam Bennett, Marketing Controller for Del Monte UK said; “Although our heritage stretches back more than 128 years, we are continually evolving our proposition to ensure it is modern and well suited for today’s health-conscious consumer.
“Our first TV ad in three decades is a great opportunity for us to engage with our audience and share the exciting experiences we’ve created for them; using the latest, interactive technology, whilst also encouraging younger generations to eat more fruit as part of a balanced diet.”
The TVC forms part of a large-scale consumer campaign, which includes promotional products with on-pack QR codes directing consumers to a bespoke game Dinosaur Challenge, with a chance for players to win one of two family trips to Universal Orlando Resort for 7 nights (one for consumers in the UK & one for the Republic of Ireland).
Supported by a wider digital campaign with a strong emphasis on influencer outreach, families across the UK will be encouraged to create dinosaur-themed recipes made with Del Monte core products.