Del Monte is gearing up to launch the first ever National Passion for Pineapple Week next month, on the back of a huge sales growth for the fruit.
During the event, set for May 8-14, the company will be participating in various activities to celebrate the flavour, versatility and nutritional value of its Gold Extra Sweet Pineapple, the majority of which are grown in Costa Rica.
Fronting the inaugural campaign is media-chef Lesley Waters, of This Morning and Ready Steady Cook fame.
Branded the “woman from Del Monte”, Waters will be highlighting the versatility of the fruit and divulging a range of new recipes through various media.
Del Monte is hoping National Pineapple Week will build upon its 97 per cent brand awareness, while taking the opportunity to extol the virtues of its diverse range of pineapple products.
Del Monte’s marketing manager for fresh, Chris Tune, said the company’s flagship pineapples fit the increasing consumer demand for more exotic taste experiences and added-value nutritional benefits to suit their busy lifestyles.
“Del Monte Gold Extra Sweet Pineapple is the king of fruits, thanks to its unique sweetness and nutritional benefits, with three times as much vitamin C as other varieties," he claimed.
“Despite fantastic growth of 40 per cent in the last year, only 24 per cent of households are buying on a regular basis and so National Passion for Pineapple Week is an ideal way to encourage even more consumers to use and to accelerate growth right across the range where this wonder fruit features.”
The Awareness Week will be promoted via TV sponsorship, radio, press and nationwide promotions, as well as sampling across the whole of the Del Monte pineapple portfolio.
