Del Monte Foods: Del Monte Garden Quality
Agency: Juniper ParkClient: Del Monte Foods - USA (Canned Fruits and Vegetables)
Section I — Basic information
Business Results Period (Consecutive Months): November 2012-May 2013
Start of Advertising/Communication Effort: November 2012
Base Period as a Benchmark: November 2011-May 2012
Section II — Situation analysis
a) Overall assessment
This is the story of an iconic, but stagnant brand, turning its business around to achieve significant growth in only six months. This is the story of how the iconic Del Monte Brand of Canned Fruits & Vegetables re-established its...