THE CHALLENGE

Del Monte is known worldwide for its communication campaign - The Man from Del Monte Said Yes- but the Brand wants to innovate this concept and change its approach.  What did they ask us to do? The wanted us to renew the communication and design a cookbook that could be used by all the countries where "Del Monte" Europe is present. 

THE EXPERIENCE

We started from a strong and versatile communication concept that was "Everybody says yes" focusing mainly on an approach that reverses the positioning, in this way we wanted to let people talk, not only the brand. 

Therefore, we created a message of brand acceptance, not imposition.  We realized a complete, comprehensive and inspirational cookbook to guide the countries in the new Del Monte brand essence. 

But that was not all. We reached the point of the creation of the 2018 - 2019 campaign with a shooting that led us to the finalization of three different subjects, which we could use from different countries throughout Europe. A first concrete application of the new communication concept; the beginning of a new brand approach to the consumer.