The Challenge

Fresh Del Monte faced the challenge of reinvigorating its brand presence while driving sales of core products like pineapples and fresh-cut fruit. The company aimed to differentiate itself in an increasingly competitive market by showcasing its leadership in premium produce, innovation, and sustainability. Additionally, Fresh Del Monte needed to address declining volumes and at-risk distribution with key retail partners, all while striving to align marketing and sales efforts for maximum impact.

The Strategic Solution

E29 Marketing partnered with Fresh Del Monte to launch the “You’re Welcome” campaign, a creative and comprehensive brand activation focused on the company’s leadership in pineapples. The campaign positioned Fresh Del Monte as the “Gold Standard” for premium produce, with a spotlight on hospitality and joy, symbolized by the pineapple. The strategy included:

• Campaign Spots: Developed two captivating ads highlighting Fresh Del Monte’s fresh-cut fruit and specialty pineapples. These spots emphasized the brand’s welcoming spirit, showcasing the versatility of FDM pineapples for hosting occasions, complemented by the tagline “You’re welcome”—inviting consumers into their culinary space and expressing gratitude for their choice of high-quality produce.
• Integrated Media Strategy: Implemented a diverse mix of national media, including CTV, outdoor, and digital platforms, along with promoted social content and partnerships with content creators targeting millennial parents and fruit enthusiasts.
• TikTok and UGC Content Creation: Leveraged the TikTok Creator Challenge, where TikTok creators developed ads featuring pineapples, while simultaneously launching a UGC program to cultivate relationships with food content creators. These creators produced high-quality videos showcasing fruit recipes, drink ideas, and innovative uses for pineapple, optimizing engagement and brand presence across all marketing channels.
• Shopper Marketing Activation: Collaborated with key retailers to execute in-store programs such as sampling events, aisle art, and digital promotions, enhancing visibility and consumer engagement at the point of sale.
• Product Innovation Highlight: The campaign prominently featured Pinkglow® and Honeyglow™ pineapples, sparking consumer interest. This was paired with sustainability messaging to emphasize eco-friendly farming practices, further aligning with consumer values.
• Earned Media: Leveraged earned media and public relations efforts around National Pineapple Day to provide interactive consumer experiences and media coverage, amplifying awareness and engagement.

TV Spots

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DOOH

The Impact

The “You’re Welcome” campaign delivered significant results, driving brand engagement, awareness, and sales growth:

• Increased Awareness & Engagement: The campaign generated over 200 million media impressions, with 44.7 million impressions in just two months, boosting brand awareness and reinforcing Fresh Del Monte’s premium positioning. TikTok ads reached over 23 million people, with engagement rates 110% above expectations, and YouTube video completions exceeding goals by 325%.
• Sales & Efficiency Gains: Media investment showed a strong 0.90 correlation with sales growth, particularly for Pinkglow Pineapple, where the cost per conversion came in under target at $0.83. Optimized spend allocation reduced cost per impression, driving higher engagement across platforms.
• Retail Success: Enhanced collaboration with retailers improved in-store visibility and fresh-cut pineapple sales, aligning strategic marketing with sales efforts to increase revenue.
• Competitive Edge: Despite being outspent by competitors like Dole and Chiquita, Fresh Del Monte’s efficient media strategy maintained strong visibility and consumer preference.
• PR & Earned Media: The campaign generated 6.48 billion earned media impressions, surpassing the annual goal by 166%, and strategically positioned new products like Pinkglow Pineapple in key markets.
• Brand Loyalty: The campaign’s focus on hospitality resonated deeply with the target audience, fostering brand loyalty and preference.

By aligning its marketing initiatives with core products and retail efforts, Fresh Del Monte achieved substantial market impact and customer engagement.