Del Monte's Pandemic Marketing: Focus on Audiences and Monitor Changing State Guidelines

摘要

PRNEWS: Tell us about the state of Del Monte Fresh Produce regarding the pandemic. What are some of the marketing communication challenges? Elana Gold: The challenges moving forward include changing the way we market in these unprecedented times, and ensuring we're keeping consumers top-of-mind during it all. I can mostly credit our product development team for that. It is constantly conducting market research to understand what consumers want and making sure we're serving them as best as we can. PRNEWS: Do you have an example? Gold: Yes. Last year we learned millennial consumers were interested in incorporating more fresh vegetables into their diets at lunch, but cited cost and preparation as obstacles. So, we launched Better Break, a heat-and-eat vegetable bowl packed with fresh vegetables and protein that's ready in three minutes. It's been a hit. Our product development lab is constantly cooking up ideas along the same vein.