Del Monte is launching a £1m marketing campaign to support its new frozen fruit range range. Yorkshire branding and design consultants The Spirit has created the campaign, which will air around the launch of the range next spring.
Del Monte frozen fruit will launch initially with seven different punnets of fruit and two smoothie mixes and will be distributed through Denuo Foods. The launch will be supported by online and press advertising and uses the strapline “Only the freshest fruit…frozen”. The SPIRIT of has also developed packaging for the new products.
The SPIRIT of managing director, Alan Rogan, says: “Frozen food is experiencing something of a renaissance at the moment as leading brands have stresses the health benefits of frozen food, so it’s a good time to be launching a premium frozen fruit product.”
The frozen fruits market, which is understood to be worth £32m a year, is dominated by own label brands.