Discovery Learning: Del Monte Food

This project repositions Del Monte from a traditional canned food brand to a smart, modern pantry essential. By linking everyday cooking with emergency preparedness, the campaign reframes canned fruits and vegetables as a reliable, nutritious, and future-ready choice for young consumers and families.

Problem Framing

Del Monte faces both perception and structural challenges in the U.S. canned food market.

Consumers on social platforms increasingly complain that products are “too expensive”, now selling for around $1–2 per can compared to roughly $0.50 just a few years ago.
Competing brands such as Kroger offer more convenient easy-open lids, making Del Monte appear less user-friendly and less modern at the shelf.
Weak sales performance has led to excess inventory and higher storage costs, signaling product stagnation and inefficient marketing investment.

These issues are amplified by broader financial pressure—rising costs, shrinking margins, and negative net income that contributed to a Chapter 11 bankruptcy filing, ultimately weakening Del Monte's ability to compete as a modern, relevant canned foods brand.

Del Monte problem framing and market challenges

Creative Strategy & Target Audience

Target Audience (TA)

Primary: Millennial and Gen Z consumers (ages 18–40)—health- conscious, convenience-seeking young professionals and families who care about nutrition, sustainability, and time-saving solutions.
Secondary: Households in disaster-prone regions (e.g., Gulf Coast, Southeast U.S., California), who tend to spend more on canned goods and see them as part of security and preparedness.

Emotional hook: “Garden Quality, Guaranteed – even when the lights go out.”

Creative Strategy & Big Idea

Core tension: “I want healthy, natural food for my family – but I also need something I can rely on if life gets disrupted.” Many people assume “fresh is best” and view canned food as less healthy or overly processed.
Reframe Del Monte as an “Intelligent Kitchen Partner” that combines wholesome quality with reliable preparedness, suitable for both everyday meals and unexpected events.
Use a “D-Day / disaster-preparedness” themed campaign where a giant Del Monte can becomes a symbol of protection in crisis moments—mixing humor with urgency and ending with the message that “Del Monte is something every household should have on standby.”
Support the idea with placements in cooking reality shows and digital content that showcase simple, delicious recipes using Del Monte, bridging both everyday cooking and emergency readiness.

Marketing Mix (4P)

Product: Del Monte is positioned as a versatile pantry staple that works for both everyday meals and emergency situations—nutritious, shelf-stable, and ready-to-use in quick, modern recipes.

Price: Rather than competing as the cheapest option, the brand emphasizes value over time: long shelf life, reduced food waste, and reliable quality that justify a slightly higher price point.

Promotion: The campaign combines emotional storytelling and practical education—from preparedness-themed films and YouTube content to recipe demos and creator partnerships that normalize canned goods in modern cooking.

Place: Focus on strong visibility in major supermarkets and online grocery platforms, with seasonal or “emergency prep” displays reinforcing Del Monte’s role in household readiness.