New ‘Fresh for the Win’ campaign in partnership with 18-year-old Mimi Xu connects healthy snacking with active lifestyles
Del Monte has announced a new campaign partnership with rising British tennis star Mimi Xu in collaboration with the Lawn Tennis Association (LTA).
The partnership forms the centrepiece of Del Monte’s summer campaign, ‘Fresh for the Win’, designed to connect fresh and healthy snacking with active lifestyles.
At just 18 years old, Swansea-born Mimi Xu represents the next generation of British tennis talent. Having turned professional in 2025 following her A-Levels, Xu trains at the National Tennis Centre in Roehampton and has already secured success, including her W100 Wrexham singles and doubles titles.
Known for her determination and passion for the sport, Xu has been brought on board to engage with younger audiences, both on and off the court.
Commenting on the partnership, Xu said: “I am really excited to team up with Del Monte this summer. Staying fuelled with fresh, easy snacks makes such a difference to my routine on and off the court. It’s great to be part of a campaign that encourages everyone to feel their best while getting active.”
Del Monte explained that the ‘Fresh for the Win’ campaign is rooted in the benefits of fresh fruit and celebrates sporting success as well as promoting a broader message around “maintaining a fresh mindset, energy, and perspective”.
The concept of ‘winning’ is redefined to include everyday achievements from showing up and staying consistent, to making personal progress and helping to make tennis and healthy living more accessible to all.
Running throughout the grass court season, the campaign will target younger audiences, families, tennis fans and sports enthusiasts through a fully integrated activation plan.
This includes social media activity, influencer engagement, retail support and experiential elements such as a Fresh Cut Pop-Up Stand.
A key component of the campaign is a 10-week ‘Fresh for the Win’ Weekly Winner Competition, running from May until the end of July.
Hosted across Del Monte UK’s Instagram and TikTok channels, the competition will offer consumers the chance to win a range of prizes inspired by movement, mindset, wellness and tennis, culminating in a grand prize at the end of the programme.
People can enter via on-pack QR codes featured across participating SKUs, linking directly to Del Monte’s social platforms.
The campaign will also include a pre-season opportunity for consumers to win tickets to the prestigious Queen’s tournament, alongside potential brand collaborations with partners including Ninja.
Participating products include the Del Monte Apple & Grape Bag 80g and Del Monte Apple Bag 80g, which will feature on-pack designs promoting the campaign and competition. Packs will be available in-store from 18 May until the week commencing 20 July.
