Brand Refresh
The Challenge
In the US, sales of its canned fruits and vegetables had been falling 5% per year.
Perceptions of Del Monte’s quality and nutritional value also had declined.
Consumers no longer perceived a difference between Del Monte and private label.
The Methodology
Our patented and pioneered methodology, the Zaltman Metaphor Elicitation Technique (ZMET), allows us to go beyond the surface and illuminate the full complexity of the human mind.
Implicit Association Tests (IAT) is the best in class methodology to quantify the strength of associations between a brand and key drivers.
The Impact
Base brand volume increased 8% in the first six months of the campaign (following a 5% decline in the previous year).
Brand equity metrics skyrocketed, far exceeding the +20% goal.
The campaign we created together won a Bronze CASSIES Award for advertising effectiveness.