Del Monte Foods is turning to MRY to make the iconic vegetable brand more current through digital. Del Monte has named MRY digital and social AOR, effective immediately.
Previously, Del Monte handled social and digital separately. Vaynermedia was the Social agency of record. Del Monte had no formal digital agency of record, but worked with Evolution Bureau on a project basis.
"The truth is that the canned category is having a tough time at the moment with consumers still not getting enough fruit and vegetables in their diets," says Kingsley Taylor, managing director of MRY West. "MRY’s key challenge and opportunity is to inspire usage occasions through digital that lead to a positive Del Monte experience."
MRY is planning to focus on fresh digital and social activations that reinforce its quality with existing canned food consumers with the first campaign expected to debut in 2015.
These digital and social programs are part of a bigger picture advertising and marketing effort from Del Monte Foods. As such, MRY will be working collaboratively with an integrated team, comprised of Starcom MediaVest Group, Saatchi X, Integer, Juniper Park, and PR Hacker.
“We at Del Monte Foods were impressed by the MRY team’s energy, passion, and strategic insight, as well as their ability to take those attributes and channel them into a creative execution that truly represents Del Monte,” said Rhonda Lesinski, CMO of Del Monte Foods. “Del Monte is a beloved and historic American brand. We are looking forward to working with MRY to make our 100+-year-old brand more current through digital.”
Del Monte's advertising and promotional costs were $20.1 million, $19.7 million, and $22.2 million for 2013, 2012 and 2011, respectively, according to company financial filings.
MRY's account win was helped by proximity. The Publicis-owned agency will be supporting California-based Del Monte out of its new office in San Francisco.
The office -- officially named MRY West -- is led by international agency veteran Kingsley Taylor serving as managing director and Brad Cohn as executive creative director, who will oversee the Del Monte account. Cohn recently joined MRY West from McCann Erickson SF, where he served as executive creative director for the HP business.