Euro RSCG resurrects Del Monte man

The man from Del Monte is returning to television to back the

launch of a product called Fruit Express.



The advertising is the first created by Euro RSCG Wnek Gosper since it

won the account in August from Delaney Lund Knox Warren & Partners. The

30-second TV spot, Del Monte's first TV advertising for two years, adds

a twist to the traditional man from Del Monte work.



The aim of the advertising is to create awareness that Del Monte is

developing its range to suit different eating habits. Fruit Express is

fruit in a convenient plastic pot.



The ad shows a Mercedes approaching a fruit plantation and expectation

rising among workers at the thought of the man from Del Monte

arriving.



The car stops and the foreman approaches but, instead of the man from

Del Monte, a mobile phone is placed on the back seat. The phone rings

and the action cuts to a man sitting on a beach tucking into a pot of

Fruit Express. The man is revealed as the man from Del Monte.



Fruit Express launched in June as part of a series of product

innovations from Del Monte designed to build sales of convenience

products. Other new products include a range of fruit juices in

cans.



The ad was written and art directed by Gary Lathwell and Richard

Peretti.



It was directed by Graham Rose through Rose Hackney Barber. Media is

through Initiative Media.