Fresh Del Monte

Fresh Del Monte faced the challenge of reinvigorating its brand presence while driving sales of core products like pineapples and fresh-cut fruit. The company aimed to differentiate itself in an increasingly competitive market by showcasing its leadership in premium produce, innovation, and sustainability. Additionally, Fresh Del Monte needed to address declining volumes and at-risk distribution with key retail partners, all while striving to align marketing and sales efforts for maximum impact.

E29 Marketing partnered with Fresh Del Monte to launch the “You’re Welcome” campaign, a creative and comprehensive brand activation focused on the company’s leadership in pineapples. The campaign positioned Fresh Del Monte as the “Gold Standard” for premium produce, with a spotlight on hospitality and joy, symbolized by the pineapple.

The “You’re Welcome” campaign delivered significant results, driving brand engagement, awareness, and sales growth:

• Increased Awareness & Engagement: The campaign generated over 200 million media impressions, with 44.7 million impressions in just two months, boosting brand awareness and reinforcing Fresh Del Monte’s premium positioning. TikTok ads reached over 23 million people, with engagement rates 110% above expectations, and YouTube video completions exceeding goals by 325%.
• Sales & Efficiency Gains: Media investment showed a strong 0.90 correlation with sales growth, particularly for Pinkglow Pineapple, where the cost per conversion came in under target at $0.83. Optimized spend allocation reduced cost per impression, driving higher engagement across platforms.
• Retail Success: Enhanced collaboration with retailers improved in-store visibility and fresh-cut pineapple sales, aligning strategic marketing with sales efforts to increase revenue.
• Competitive Edge: Despite being outspent by competitors like Dole and Chiquita, Fresh Del Monte’s efficient media strategy maintained strong visibility and consumer preference.
• PR & Earned Media: The campaign generated 6.48 billion earned media impressions, surpassing the annual goal by 166%, and strategically positioned new products like Pinkglow Pineapple in key markets.