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We planted the seeds of change for a heritage brand.

We planted the seeds of change for a heritage brand.
Del Monte

Del Monte is a company everyone knows, but no one thinks about. Our challenge: get people excited about their brand again with a new positioning that brings together the modern consumer and Del Monte’s ever-expanding portfolio of products.

Our solution? Break free from commoditization with a campaign that demonstrates Del Monte’s commitment to growing good with everything they do – from their sustainable farming practices and better-for-you foods to their involvement in local communities and supporting America’s farmers.

We started by developing a comprehensive brand architecture that would influence everything the company does – from marketing and advertising through to the products they develop and their philanthropic endeavours. Then we brought that to life through a robust 360-degree campaign: Growers of Good.

From anthemic television to hard-working shopper marketing and consumer promotions, we refreshed this 130+ year-old brand with a modern take on an American classic.

And we’re only just beginning. With new products hitting the shelves every quarter, Doner LA is proud to partner with this 130-year-old startup.

CAMPAIGN HIGHLIGHTS
The TV spot was in the top 10% for effectiveness, based on Nielsen testing.

Proved the case for shelf-rationalization at retail, becoming the only national brand available nationwide at Walmart.
Created a foundation for expansion into adjacent categories.
THE IMPACT
21MM
Video views
353MM
Campaign impressions
9%
Lift in purchase intent