Pier hit the ground running with Del Monte®, devising a hard-working communications strategy which focused on identifying wider food trends and crafting interesting news angles at every turn. Our mission was to introduce new audiences to Del Monte®’s incredible produce whilst ensuring we nurtured a strong, loyal existing fanbase.
Working with a specialist home economist in our fantastic food photography studio, one of the top priorities was to capture a new bank of exciting, mouth-watering recipes to elevate the brand and offer key media contacts an extra slice of Del Monte® throughout the 12-month period.
To ensure a steady drumbeat of activity each month, Pier identified key seasons and occasions to hook activity on to, making the most of the new bank of recipes to hand. During the summer, Pier also placed competitions with popular national consumer lifestyle publications including Cosmopolitan, Good to Know and Home Style in celebration of National Pineapple Day, offering 4 lucky winners to the chance to bag a stunning Ooni pizza oven.
One of Pier’s stand-out successes was the delivery of a six-month campaign with food writer, journalist and activist Jack Monroe. The partnership featured a series of brand-new, exclusive recipes communicated via digital and traditional media and supported by a punchy social media campaign including a live recipe demonstration on Instagram. We secured 97 pieces of branded coverage, with a total potential reach of over 20 million.
Pier also delivered a carefully curated influencer-led campaign to amplify Del Monte®’s sponsorship of Netflix’s Jurassic Park: Camp Cretaceous series. We achieved 23 high quality, organic pieces of content as a result of a fun gifting approach involving Jurassic themed towels, t-shirts, bags and a unique dino recipe for families to try.
Moving into the autumn and winter months, Pier devised a social campaign to coincide with the much-loved Great British Bake off, including a competition to win a high value baking prize, resulting in 885 competition entries. This was swiftly followed by a unique piece of YouGov research Pier commissioned which uncovered the exact formula of Britain’s perfect trifle recipe, just in time for Del Monte®’s Christmas campaign.
Underpinning our consumer strategy was a laser-focused trade media plan. Pier created an in-depth forward features calendar and unlocked new opportunities throughout the year, achieving consistent coverage in Grocery Trader, Retail Express and Taking Retail, to name but a few.
With a raft of trade and national pieces peppered across the year, stand-out pieces include a prominent piece in The Grocer’s Top 100 feature, alongside coverage in Delicious Magazine, Daily Express Saturday Magazine, Baking Heaven and Great British Food.
In total, Pier achieved 151 pieces of coverage for Del Monte® across the year, with a potential total reach of over 47 million people.
Would your business benefit from a proactive, robust press office service? Chat to one of our talented team members and see what we can do for your brand.
