In a print campaign conceptualised by Wunderman India, the mayo brand shows easy ways to make food at home, giving it a restaurant-like appeal in a jiffy
BestMediaInfo Bureau | Mumbai | September 22, 2016
‘Del Monte mayo works every time,’ reads the new marketing campaign of the leading packaged food and beverage brand. The campaign has been launched in the Delhi-NCR region alongside the launch of eight new variants of Del Monte mayonnaise.
The new campaign highlights everyday food-related situations in one’s daily life simplified by Del Monte. In today’s fast-paced lifestyle, life throws different kinds of challenges everyday – from daily struggle over school tiffin ideas, planning the menu for an upcoming party at home, satisfying mid-night cravings, rustling up something quick for early morning flights, planning a weekend surprise for loved ones, to figuring out solution for the leftovers in refrigerator. These moments are endless yet very crucial to make up for a happy bight day.
The brand has engaged Wunderman India as its creative agency to plan and execute the campaign. The campaign started in August with quirky and catchy radio commercials and print ads. Outdoor campaign and social media amplification are likely to follow.
The campaign will also incorporate consumer outreach activities to create usage awareness through recipe brochures and on-ground activation via extensive sampling across organised and unorganised retail.
Indrajeet Bose, Executive Creative Director, Wunderman International, said, “Our briefing session included tasting of garlic bread made with cheesy garlic mayo, which tasted like it had been ordered from an Italian joint. Del Monte mayo elevates everyday food, giving it restaurant-like appeal and that too in a jiffy. It comes in real handy whatever be the situation -- be it rustling up a quick morning meal or a tasty snack for surprise visitors. This led to the creative rendition that whatever life throws at you, Del Monte mayo works every time.”