Brand announces major on-pack collaboration with Disney and Pixar across fresh, prepared, and fresh-cut produce
Fresh Del Monte has announced a major global on-pack collaboration with Disney and Pixar’s new film Toy Story 5, a promotion that will be seen across several European markets from May to September.
Starting with the UK, the campaign is timed to coincide with the movie’s cinematic release on 19 June, and will see iconic characters including Woody, Buzz Lightyear and Jessie featured on-pack across millions of Del Monte products worldwide, the group said.
It will include fresh, prepared, and fresh-cut ranges, and is apparently designed to deliver “stand-out shelf presence” and drive shopper engagement at scale during the peak summer trading period.
In the UK, the collaboration will encompass a broad selection of SKUs, including the fresh category – with bananas and select pineapple lines carrying promotional stickers – as well as fresh-cut products including fruit platters and ready-to-eat watermelon and pineapple packs.
Similarly, the promotion will apply to Del Monte peach slices and fruit cocktail in juice, as well as selected juice drinks.
Maximum engagement
“This multi-category approach ensures strong visibility across the fixture and maximises opportunities to engage shoppers at multiple points in store,” the company commented.
At the heart of the campaign is a global consumer competition with one grand prize available across all participating countries, alongside additional co-branded Del Monte and Disney prizes available to win via social media.
Shoppers who purchase participating products will have the chance to win a family holiday to San Francisco inspired by Disney and Pixar’s Toy Story 5.
The competition runs from 1 May until 30 September, and is open to residents aged 18 and over across participating markets including the UK, Ireland, Italy, France, Spain, Finland, Sweden, Norway, Germany, Poland, and Portugal.
