The ’Man from Del Monte’ is to appear in the South African food
group’s first pan-European advertising campaign.
The corporate ad campaign, which breaks in the UK on April 6, will
appear in different cuts across Europe.
It is the first fruit of a marketing restructure, which has seen UK
general manager Gerry Roads promoted to the new role of European
marketing director, with responsibility for a centralised ad budget.
A commercial director for each of Del Monte’s major markets will report
to Roads. In the UK, this is Robert Dodson, who has been promoted from
UK general sales manager, while Angela Ellis is promoted from group
product manager beverages to marketing manager UK.
Del Monte’s new ads, created by Young & Rubicam, show a younger
character in the trademark white suit and panama hat, but the classic
plantation scene and strapline ’The Man from Del Monte has said ’yes’
have been ditched in favour of a modern setting with a reggae
soundtrack. The new strapline is ’You can tell it’s Del Monte’.
The Del Monte man is the latest in a line of advertising icons to be
given a new lease of life, following in the wake of Birds Eye’s recent
replacement of its salty old Captain Birds Eye character with a younger,
sexier version in TV ads, and KFC’s introduction of a more friendly
Colonel Sanders in its branding.
’The new structure will help us launch products in a more synchronised
way,’ said Dodson.
Del Monte’s brands include Fruitini, Fruit Burst Juice Drink and Del
Monte Canned Fruits. The firm spent pounds 1.7m on advertising in the UK
over the past 12 months (ACN-MEAL), principally through Young & Rubicam.
BDDP GGT’s work on the Fruit Burst drink is now dormant.
The new corporate campaign represents a pounds 2.5m spend in the UK