Del Monte hunts shop to assist brand revival

The man from Del Monte, he say ‘pitch’: the fruit-produce company is on the hunt for a PR agency. It plans to draw up a shortlist for a UK consumer brief within weeks.

The company is in early-stage talks for a newly created contract for 2006. It wants to capitalise on Britons' growing demand for fresh, nutritious food and drink.

Del Monte faces tough competition from products such as PepsiCo's Tropicana and is planning a marketing onslaught to reinvigorate its brand. It has various product launches are in the pipeline.

UK head of marketing David Wilkinson, who joined last September, confirmed that agencies had been approached to submit credentials for the brief, adding that he planned to shortlist a 'sensible number' in around a fortnight.

He declined to comment on planned strategy, stressing it was 'early doors' in the campaign planning process.

Del Monte continues to use Kaizo for trade PR. The agency, brought in last July after a four-way pitch, declined to comment on whether it was one of the firms already in talks over the consumer campaign.
The previous agency used by Del Monte for consumer work was Cirkle Communications.

Cirkle continues to promote Del Monte-branded ice creams (for Frederick's Dairies), but its contract on the core consumer account expired last summer.

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