Del Monte launches TVC for Italian offerings range

The ‘Can’t Get More Italian’ campaign will be amplified across digital platforms and OOH activations

e4m by exchange4media Staff
Updated: Sep 16, 2019 6:23 PM

Del Monte has launched a new communication campaign focused on its range of gourmet Italian offerings – Olive oil, Dried Pasta and Pasta Sauces, Table Olives – with the tagline ‘Can’t Get More Italian’.

The campaign seeks to establish that one can’t get more real and authentic than Del Monte as it sources its products from heritage, family-run producers in Italy and is the only player that offers an extensive range that enables consumers to enjoy great Italian at home.

It strives to do so through a main thematic TVC that showcases the hard work and care put into preparing its Italian range. The spot shows a happy-go-lucky montage of Italians fetching fresh ingredients and creating products with the delicious and original taste of Italy for consumers in India.

“We aim to showcase the unique flavours of our wide range of authentic Italian products with this campaign. We, as a brand, intend to start a conversation with our consumers about our products through this campaign,” says Yogesh Bellani, Chief Executive Officer, Del Monte.

The ‘Can’t Get More Italian’ campaign will be amplified across digital platforms and out-of-home (OOH) activations.

“Del Monte’s Italian range has a strong authentic product story that made creating the marketing communication a delight. We have seen the source story before but the challenge was to give that a fresh spin. The tonality held the key. We kept it fun and quirky, in line with the tastes of the young families the brand was talking to. At a time, when young Indians are constantly experimenting with food, I’m sure this authentic option is something they’ll love,” said Nikhil George, Creative Director, Orchard India.

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