Strategy

Building a Del Monte family with ambassadors helped us develop a real relationship between the content creators and the brand. For each activation of the year, the ambassadors collaborated with Del Monte to develop exclusive recipes. These recipes were shared on their social media channels but were also available on the Del Monte website. This strategy served to increase the engagement and authenticity of the collaboration among the audience. Del Monte also welcomed other content creators to join the campaign depending on the product being promoted, to diversify content and broaden the target audience. For Del Monte products targeted at children, we made sure to recruit mothers and lifestyle influencers, in order to complement the ambassadors' content.