ID’s Del Monte work stresses health aspect

Agency ID is running a £1m sampling campaign in a bid to reposition Del Monte canned fruit products to promote the brand’s nutritional benefits.

Agency ID is running a £1m sampling campaign in a bid to reposition Del Monte canned fruit products to promote the brand’s nutritional benefits. The ten-week Take a Fresh Look tour kicked off on 13 August and runs until October. It is visiting Sainsbury’s, Asda and Tesco in cities such as Manchester, Leeds and Birmingham. l Research by ID found 76% of participants in its Dove Hair Histories campaign, which ran from May to July, would be more likely to buy Dove beauty products. This compared with 58% of consumers who would also consider Dove haircare products and fitted the same demographic profile but did not take part in the campaign.

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