THE CHALLENGE

Del Monte is globally known for its communication campaign – “The man from the mountain said yes” – but the brand wanted to renew this concept and change its approach. What were they asking? To refresh the communication and create a cookbook that could be used across all Del Monte Europe countries.

THE EXPERIENCE

We started with a strong and versatile communication concept – everybody says yes – focusing on an approach that turns the positioning around, no longer making the brand speak, but the people.

In this way, we created a message of brand acceptance, not imposition. We developed a complete, clear, and inspirational cookbook to guide the countries in understanding the new brand essence of Del Monte.

But that’s not all. We also went ahead with the creation of the 2018–2019 campaign, with a photo shoot that led us to finalize three different subjects to be used by various countries across Europe. This was the first concrete application of the new communication concept; the beginning of a new approach the brand is taking toward its consumers.