Brandweek’s Talking Del Monte, Heinz This Week

This week, Brandweek magazine takes on some old-style brands.

A couple of stories of note include:

  • Del Monte’s New CMO Raises The Bar On Fruit: These recessionary times are supposedly causing consumers to go back to the basics. And what’s more basic than fruit? If that’s the case, Del Monte, one of the world’s largest distributors and marketers of fruit, is well positioned. The company’s profit for the quarter ending Oct. 26 doubled, largely on the strength of the sale of its StarKist-led seafood unit. Still, sales for consumer products rose 6.1 percent as the company was able to pass on some price increases. Brandweek talks to Bill Pearce, Del Monte’s first CMO, who has been on the job since May. Here, Pearce—a veteran of Procter & Gamble and Taco Bell—talks about other efforts to grow Del Monte’s fruit and pet food sales via marketing.
  • Heinz Spud Launch No Dud: Heinz has achieved something many might have thought impossible: It has created excitement around mashed potatoes.

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