• Brandweek, Monday, November 16, 2009 10:33 AM

Since Bill Pearce became the first CMO at Del Monte Foods in May 2008, the company has unveiled eye-catching ad campaigns such as the "nude fruit"-themed "Fruit Undressed" and has increased ad spending by 11% in its latest quarter. In a Q&A, Elaine Wong asks the former Taco Bell marketing chief to assess his progress in reinvigorating Del Monte with more "consumer-centric marketing" and his pursuit of "top-tier growth," "top-tier share" and "top-tier job satisfaction."

He gives himself a pretty favorable review, not surprisingly, with a particular nod toward building out the company's marketing organization. "I think people are generally excited and feel good about where we're going," Pearce says. And the bottom line backs him -- and them -- up. Del Monte reported a first-quarter profit of $58.6 million versus a year-ago loss of $10.1 million.

Pearce's personal-favorite Del Monte product? Milk Bone dog biscuits. "It's the brand I remember most from my youth," he tells Wong. "I can't think about that brand without smiling and thinking of [the pets I've had], from the dog that I got for my fifth birthday to my black Lab that I have at home now."

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