Del Monte has dropped Young and Rubicam from its Fruit Burst brand and
hired BST-BDDP to handle its pounds 1.5 million relaunch of the soft
The win, which coincides with Del Monte securing a sponsorship deal for
Fruit Burst with ITV’s International Gladiators, will not affect Y&R’s
position as Del Monte’s main creative agency for Europe.
BST, which has previously handled projects in local markets for Del
Monte, won the business after a creative pitch against Y&R.
The appointment comes as Del Monte is preparing to relaunch Fruit Burst,
which has not received any significant advertising support for four
Gerry Roads, the marketing manager for beverages at Del Monte, said:
‘Fruit Burst has traded off the Del Monte heritage for too long. We need
to make the brand famous and establish a separate identity for mums with
The new TV ads, which will break in early summer, will not feature the
‘man from Del Monte’ character. Roads commented: ‘The ‘man from Del
Monte’ doesn’t have the impact, fun and vitality needed when it comes to
Roads added that the target market of eight- to 12-year-olds would be
‘accessed through adult humour; all our research suggest it’s not wise
to talk down to kids’.
The sponsorship media strategy, developed through BST, was negotiated by
PHD Big Time and will comprise opening and closing credits and break
bumpers in International Gladiators from 20 April. Media for the TV ad
campaign remains with Y&R.