Hunt's Tomatoes: Hunt's Crash Kitchen Tour
Business Situation and Campaign Objectives
Hunt's is the leading branded player in canned tomatoes, outperforming major brands such as Del Monte and Contadina. Hunt's is particularly well developed in the "smooth" segment – tomato sauce and tomato paste – but under-shared in "particulates," comprised of diced, crushed, puree, stewed, and whole tomatoes. The diced segment is particularly attractive, with a CAGR of +6.0%. (See Appendix I, p. 7)
Being under-developed in particulates was not new news to the brand. Nor was the fact that canned tomatoes were undifferentiated in the minds of most consumers...