Del Monte appoints Burnett to Euro task

Leo Burnett has won the £5 million pan-European Del Monte advertising account.

The agency picked up the business after a three-way pitch against Delaney Lund Knox Warren & Partners and DDB London.

The account was moved out of the incumbent agency, Euro RSCG London, in September last year.

Del Monte, which has recently moved its headquarters to Monaco, was looking for an agency to reinvigorate its advertising after it decided last year to drop its "man from Del Monte" campaign.

Leo Burnett is briefed to create a pan-European idea that can be easily translated into any language.

Del Monte spent much of 2005 attempting to rebrand its fruit snack ranges to appeal to a younger audience.

This attempt centred on a £1 million advertising campaign by Euro RSCG.

Television work featured people dressed as big pieces of fruit performing stunts similar to those on the TV series Jackass.