Fresh Del Monte

The Challenge

In a crowded landscape, Fresh Del Monte, Mann’s, and Pinkglow® needed a way to distinguish themselves from competitors and grow an engaged and devoted following. It was our job to understand what our competition was doing, tap into growing cultural, culinary, and lifestyle trends, and create content that not only spoke to our audience, but showcased the brands’ unique products in a compelling way.

The Strategic Solution

We gave our audience what they craved: mouthwatering content with a focus on eye-catching visuals, recipes, entertaining ideas, and holiday-centric content.

• Video-first approach: Emphasizing video on Instagram, Facebook, and TikTok would maximize engagement.
• Always-on boosting: Creating content that centered around holidays and celebrations naturally aligned to our audience’s interests. Maintaining an always-on boosting strategy would help us further capitalize on these events, increasing visibility and engagement.
• Quality not quantity: Rather than focusing solely on growing a large follower count, we prioritized creating relationships with high-quality followers who would actively and authentically interact with our content and community.

The Impact

Knowing your audience, giving them what they want, and fostering a strong community pays off. Month after month, the FDM brands continued to see steady growth on each of their social accounts. Building a community with brand personality and collaborating with user generated content creators will help us further build our content library, expand our reach, and keep our brands relatable and human.