Havas Worldwide wins Del Monte business

Havas Worldwide (formerly Euro RSCG Worldwide) has bagged the creative mandate of processed food brand Del Monte. The agency's Delhi branch will handle the business. The development is the result of a recently held multi-agency pitch process.

Earlier, the creative mandate of Del Monte was with Contract Advertising. In April 2010, the agency created the brand's first-ever television commercial in India. The ad was part of a mass campaign to introduce two new sauce variants in the Indian market, namely, tangy and fruity Twango, and sweet and spicy Zingo. The aim at the time was to appeal to the masses and generate curiosity around the taste of the product. The TV campaign was supported by BTL activities, in-store visibility efforts, merchandising in modern retail and general trade stores, and sampling exercises among consumers.

In August 2012, Del Monte conducted a consumer engagement initiative called Sketchup in which participants created artwork using Del Monte's sauces (Tomato Ketchup, Zingo, Twango and Mustard Now).

For the record, brand Del Monte was brought to India in 2007 by FieldFresh Foods, a joint venture between Bharti Enterprises and Del Monte Pacific (DMPL).