Heart Creative | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Gen-X, Boomer Female Opps: Fresh Del Monte names new CMO (Score 67)

Produce company Fresh Del Monte (FDM) hired CMO and VP Elana Gold this month; she will execute global, regional and local marketing strategies to drive brand growth. Gold formerly served as chief commercial officer at Before Brands, a startup where she helped develop and launch new childhood nutritional products to lessen children's allergy development risk. We will probably see strategic shifts under her leadership.

According to

iSpot reports the company spent around $333.6k on national TV ads YTD, targeting Gen-X and boomer women (see targeting right). It spent $3.8m in this channel during 2019, down -32% from $5.6m during 2018. 

According to Kantar, it also uses OOH, radio and print media. FDM, which makes and sells produce, may keep its marketing spend low as people visit grocers less due to social distancing; however, it may also raise spend under a new CMO. We will have to wait and see. Its target demographic primarily consists of Gen-X and boomer women. Remember FDM is also focused on local marketing in unspecified markets.

Agency & martech readers - late last year, so you'll have an easier time securing creative and/or media partnerships under FDM's new CMO.