Del Monte Foods: Del Monte Garden Quality

This case study describes how Del Monte, the canned fruit and vegetable company, repositioned its brand as a 'garden' quality producer in Canada.

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...

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