Del Monte Foods has a strong portfolio of canned fruits, vegetables and tomatoes with a big challenge – consumer preference for canned fruits and vegetables is well behind that of fresh and frozen. Coyne helped elevate the message of the brand’s quality and freshness by supporting the launch of the brand’s largest campaign in a decade – Bursting with Life.
Additional initiatives included new product launches across the brand portfolio, consumer promotions to drive the company’s recipe strategy and a back to school program in support of Del Monte squeezers. From a corporate perspective, Coyne provided communications strategy and implementation for the brand’s recent conversion to non-GMO ingredients and non-BPA packaging. In addition, the agency helped protect the brand by creating the company’s crisis manual – a step-by step-guide to managing a potential crisis from initial inquiry to post-event evaluation and counseled the company on numerous issues.