Fresh Del Monte: Unveiling Costa Rica's jewel of innovation

Agricultural firm Del Monte ran a global campaign to launch its pink pineapple, Pinkglow, and promote Costa Rica, where it was developed, as an innovation hub.

Introduction:

In a world where innovation and uniqueness are highly sought after, Costa Rica has emerged as a beacon of talent and creativity. CCK faced the thrilling challenge of launching the Pink Pineapple, the extraordinary "Jewel of the Jungle," as an exclusive product of Costa Rica. This exceptional fruit not only captivates the taste buds with its sweeter and juicier flavor but also represents evidence to the innovation, development, and research capabilities of Costa Rican talent. Through strategic messaging and an unexpected celebrity endorsement, we embarked on a journey to position Costa Rica as a global hub of innovation, setting...

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