Daytona Beach, FL
By ANUK Staff
03.25.13
Del Monte Fresh hosted hundreds of Spring Breakers from around the world in the company's first, “Beach Bash Dash” in Daytona Beach, Florida. The event tapped into Del Monte Fresh's new campaign to promote healthful eating habits among college students, according to a press release. The campaign comes in response to growing concerns that youths aren’t eating enough fruits and vegetables. Students competed in a beach obstacle course that included a variety of “healthy, fun” challenges. They were also presented with cool prizes and plenty of bananas. A “Banana Dance” featured Del Monte’s famous full-body banana suits.
“We chose to bring a healthy aspect to Spring Break and we are pleased that our strategy was successful – students and other beach-goers were engaged in the healthy fun and gravitated toward our message that fruits are critical for good health and part of an active, healthy lifestyle,” said Dennis Christou, Vice President of Marketing with Del Monte Fresh Produce N.A.
Students supported the competition sporting their super-sweet Del Monte Fresh giveaways, including sunglasses and “survivor” buffs, themed t-shirts and tank-tops with messages like: “Wanna Get Fresh?” according to a press release.
Del Monte Fresh also distributed nearly 10,000 bananas and fresh-cut pineapple spears throughout the six-day period.
Del Monte Fresh
