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Millennial Media Opps: Del Monte Foods launches first brand campaign in six years, increases digital (Score 70)

newly-selected CMO Bibie Wu. "Growers of Good" features TV spots airing on networks like TNT, TBS, Lifetime, Food Network, Cooking Channel, Bravo and TLC. It will be supported by digital, social, a Pinterest partnership, shopper marketing and PR elements.

The campaign will run for multiple years, so sellers should reach out for revenue. Del Monte is attempting to age their brand down to gain more reach among millennials, though they typically target moms and females. Spend tends to spike during Q1 and Q4.

Note that in an Amobee.

They recently announced a partnership with Rene Produce to offer tomato products year round.

iSpot reports the new spot has totaled $817,944 since it began airing 9/9 on female-focused programming (see targeting right). YTD spend has totaled $3.3 million, a decrease from the $5.9 million spent in the same timeframe of 2017. Full 2017 spend was $7.8 million and spend in 2016 totaled $4.2 million.

Pathmatics reports a YTD digital display spend of $1.3 million, an increase from the $1.2 million spent in the same timeframe of 2017, a full 2017 spend of $1.9 million and a 2016 spend of $1.5 million. This year ads have been placed primarily direct (94%) onto sites like walmart.com, popsugar.com, youtube.com, foodnetwork.com and food.com. Last year as were placed primarily direct (89%) onto sites like womensforum.com, youtube.com, bhg.com, walmart.com and allrecipes.com.

Out-of-home decreased from $32,259 to $11,818 from Q1 2017 to Q1 2018, while print increased from $571,892 to $1.1 million (per Kantar).

Agency & martech readers -- since reviews tend to follow one another and an outside CMO hire is the number one harbinger that an agency review will occur, media agencies with packaged food experience should reach out for work.Competition will likely include Starcom Worldwide, which has been on the account for a number of years.