Goodness Every Day, For Every Generation
While Del Monte remains a staple in Canada, its visual identity had become outdated, failing to reflect its innovative product offerings. To reclaim leadership in the canned food category, the brand needed a refreshed image that balanced its heritage with modern appeal.
We rejuvenated Del Monte’s brand by revisiting the visual identity, ensuring it retained its heritage while embracing a vibrant, natural universe. The new design highlighted the brand’s commitment to quality and freshness, aligning with its modernized recipes featuring less of everything and more taste.
We launched the “Goodness Every Day” campaign, celebrating Del Monte as a source of inspiration for daily meals. With messages like Del Flavour, Del Simplicity, and Del Festive, the campaign kept the brand front and center, emphasizing its versatility and freshness. A multi-channel approach targeted audiences in Quebec and Ontario with engaging and impactful advertising.
The campaign reached over two million people in Quebec and Ontario, delivering a CPM nearly 40% lower than expected and surpassing industry benchmarks for viewability.
