CORAL GABLES, FL - In just a couple of days, consumers across the world will be celebrating International Pineapple Day—which means a category boost is on the way. As the holiday approaches on June 27, Fresh Del Monte Produce is debuting its new You’re Welcome™ campaign, complemented by a recent independent survey highlighting Americans' love for pineapples.
“The You’re Welcome campaign invites the public to experience the world of Fresh Del Monte and serves as a double entendre,” said Melissa Mackay, Fresh Del Monte’s Vice President of Marketing, North America. “On one hand, it acknowledges the pineapple as a historical symbol of hospitality, while on the other, it playfully credits Fresh Del Monte for revolutionizing pineapple consumption. This campaign reminds pineapple fans of the leadership and innovation that Fresh Del Monte has brought to the category since the 1990s.”
Features of the campaign include:
- Engaging social media content and unique recipes showcasing the versatility and possibilities of pineapples
- A nationwide advertising program, including connected TV, outdoor, digital out-of-home, and social media
- Dedicated campaign content on Fresh Del Monte’s website from now through December, offering recipes, serving suggestions, and ways to engage with the brand
- Promotions on the brand’s Instagram and TikTok pages, offering pineapple-themed prizes, including a customized gift box from Melissa’s Produce containing a variety of Del Monte pineapples
In addition, the brand conducted a survey of 3,000 participants with Pollfish to highlight America’s love for pineapples. As a press release explained, Fresh Del Monte has played a key role in supporting the significant increase in pineapple consumption per person, which has more than doubled over the last 20 years, largely due to the company's ongoing initiatives to innovate and introduce pineapple varietals that satisfy consumers’ evolving taste preferences.
Key highlights revealed in the survey include:
- While 6 in 10 shoppers believe they know how to properly cut a pineapple, approximately 80 percent didn’t know the skin is edible and packed with essential vitamins and minerals
- Almost 7 in 10 shoppers prefer eating pineapple in chunks, while just over 1 in 10 prefer spears
- Over half of Americans surveyed prefer to eat pineapple as a snack over any other mealtime
- 57 percent of respondents choose to eat pineapple because they love the taste
- 70 percent of respondents are aware of the potential benefits of pineapple for digestion
- Only 1 out of 4 individuals know it takes 18 months to grow a single pineapple
With International Pineapple Day on the horizon, Fresh Del Monte produce is a powerful player to have on your team.
Dig further into the details of the survey and newly launched campaign here.
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