Del Monte Solves the 'Fresh From the Can' Problem

A bit of peachy marketing

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Life has never been a bowl of peaches for canned-food brands. Even if you look past the fact that canning arose as a cheap and easy way for Napoleon to feed his armies, canned foods have a dubious legacy: Cans are for Spam, for hobo stew; it’s the food you stash in the basement in case of an emergency.

And then there’s the question of freshness, especially when it comes to canned produce. Perhaps the biggest hurdle that can brands have had to overcome is consumer presumptions that the fruit’s not fresh—certainly not on par with its just-picked counterpart.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in