It ‘Can’t Get More Italian’ than Del Monte’s latest TVC campaign

New Delhi, September 16, 2019: Del Monte, a leading brand known for its premium and high-quality food products, is launching a new communication campaign focused on its range of gourmet Italian offerings – Olive oil, Dried Pasta & Pasta Sauces, Table Olives – with the tagline ‘Can’t Get More Italian’.

In a category where authenticity and provenance matters, the campaign seeks to clearly 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 further amplified across digital platforms and out-of-home (OOH) activations, successfully establishing that Del Monte as the “Go-to partner for authentic Italian cuisine at home”. “Del Monte’s Italian range has a strong authentic product story that made creating the marketing communication a delight. We’ve 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.” Nikhil George, Creative Director, Orchard India

Del Monte stands tall as the category leader in the imported pasta and table olives category and amongst the best in the olive oil section. Del Monte is the only brand that offers Indians such a wide range of Italian products. Feel the Italian vibe and relish its taste by giving this campaign an eye and indulging in the Del Monte Italian range, right after.

About Del Monte:

Del Monte has over 100 years of rich international heritage during which it has been synonymous with quality and taste. The brand originated in the US and is now available across the globe. The Del Monte range of branded processed food and beverage products in India includes Fruit drinks, Ketchup & Sauces, Packaged Fruits and the Italian Range consisting of Pasta, Olive Oil, Olives, Jalapenos and a Culinary range for both B2B and B2C markets.

Del Monte was brought to India in 2007 by a joint venture between Bharti Enterprises and Del Monte Pacific Ltd. The JV is called FieldFresh Foods Pvt Ltd.

India’s leading business group, Bharti Enterprises, has interests in telecom, agri-business, and retail. With over 228 million customers, Bharti’s flagship unit, Airtel Ltd., is India’s leading private-sector provider of telecommunication services.

Del Monte Pacific Limited is listed in the Singapore Stock Exchange and has exclusive rights to the Del Monte brand for processed food and beverage products in the Indian subcontinent and in the Philippines where it enjoys leading market shares for canned pineapple juice and juice drinks, canned pineapple and tropical mixed fruits, tomato sauce, spaghetti sauce and tomato ketchup.

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