Del Monte’s man back for Euro ad

The ’Man from Del Monte’ is to appear in the South African food group’s first pan-European advertising campaign.

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

alone.