Lisa Faulkner partnership

Del Monte®

| Celebrity partnership

Brief

Partner with a high-profile celebrity chef ambassador to champion Del Monte® products and highlight the benefits and ease of incorporating canned fruit into consumers’ diet and lifestyle.

What Pier did

Pier executed a creative, strategic 6-month campaign with celebrity chef, Lisa Faulkner. We worked closely with Lisa to develop new and exclusive recipes using Del Monte^® products, which were distributed via owned digital channels and traditional media. Bringing the partnership to life and exploring Lisa’s genuine love of canned fruit across the years, Pier secured several high-profile interview placements in popular consumer media titles.

Impact

Achieving stand-out results across the board, Pier secured x 6 pieces of organic social content on Lisa’s Instagram channel and x 31 pieces of earned coverage in traditional media, with a combined estimated reach of almost 10 million.

Overview

The UK’s number one canned fruit brand, Del Monte®, tasked Pier with identifying and developing an authentic brand collaboration with a popular celebrity chef ambassador in the UK.

Pier worked closely with Del Monte® to secure a partnership with British actress and TV chef, Lisa Faulkner, creating high-quality, low-cost recipes using the brand’s best-loved canned product range.

Lisa developed three inspiring recipes for key consumer occasions for use across Del Monte®’s digital channels and in PR, supported by a series of posts on Lisa’s Instagram channel.

Overall, the campaign achieved a reach of almost 10 million and Pier secured x 7 national interviews with Lisa in leading publications such as OK!, Ideal Home and the Daily Express Saturday magazine.

Story

To highlight the benefits and ease of incorporating canned fruit into consumers’ diet and lifestyle, Pier negotiated a hard-working partnership with British actor and TV chef, Lisa Faulkner, for popular household name brand, Del Monte®.

To emphasise Del Monte®’s commitment to providing consistent quality and taste, the partnership kicked off with the creation of a bespoke series of recipes developed by Lisa herself. Known for her delicious family meals using everyday ingredients, and with the cost-of-living crisis top of mind for many consumers, we knew Lisa’s recipes needed to be nutritious, appetising, and affordable.

Helping families create quality, special dishes for popular occasions that weren’t going to break the bank, Lisa developed three recipes for seasonal touchpoints Christmas, Veganuary and Easter. Lisa’s delicious recipes included Mini Fruit Cocktail Pavlovas, Pineapple Vegan Curry, and Peach Scones. Pier worked with specialist food photographers to create high-quality lifestyle imagery, which helped secure key placements in target media titles such as My Weekly, New, Bake and Decorate and Bella.

The recipes also featured across Del Monte’s digital channels and were supported by posts on Lisa’s Instagram channel. Exciting bonus content included three engaging video content pieces that were posted across Lisa’s stories and were outside the original scope of deliverables, which was testament to the relationship Pier nurtured with Lisa during the collaboration.

To amplify awareness of the partnership further, Pier successfully secured interviews with Lisa in high-reaching national consumer titles such as Ideal Home, OK! And Daily Express Saturday Magazine.

The partnership was incredibly successful, with Pier securing x 31 pieces of branded earned coverage with a combined estimated reach of almost 10 million.

Want to reach new audiences through an authentic celebrity partnership? Chat to Pier to find the perfect fit for your brand.