• Brandweek, Friday, April 24, 2009 11:15 AM

Del Monte is breaking a $15-million "Stretch Your Dollar" ad campaign behind its canned fruits and vegetables that stresses the advantage of buying canned products over fresh or frozen products --- and value has a lot to do with it, Elaine Wong reports.

But Del Monte CMO Bill Pearce also say that Del Monte wants to overcome the notion of its not being as "fresh" as frozen or store produce. "The accepted consumer belief was that [canned goods] couldn't be as good," Pearce said. "[But] as it's picked at the peak of freshness and often prepared and canned within the same day, you get the best of both worlds."

(Attention Del Monte Marketing Dept.: The other day, I came across a remedy for plantar fasciitis -- a painful inflammation of the tissue in the sole of the foot that's often caused by too much racquetball and not enough writing: Freeze a can of corn and roll it across your arch. Hey, in times like these, every niche helps.)

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