A Creative Partnership to Elevate a Household Brand
As a key creative partner for Delmonte in India, the challenge was to reinforce its position as a market leader and connect with consumers through a cohesive and compelling visual narrative. This required a close, strategic collaboration with the marketing team to architect an omnichannel brand strategy that spanned high-visibility partnerships, digital campaigns, and in-store experiences.
Creative Visualisation for a High-Impact Brand Campaign
The core of the strategy was to elevate the brand's perception by associating it with culinary expertise. This led to a multi-faceted campaign with a prominent figure.
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Actions & Impact:
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Strategic Partnership: A key contribution was the conceptualization of a high-visibility partnership with the celebrated Chef Vikas Khanna. This immediately positioned Delmonte as a chef-approved, high-quality choice for consumers.
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Omnichannel Execution: The partnership was brought to life across all channels. This involved directing the creative for print advertisements in major publications, a full suite of digital banners for online presence, and engaging social media content.
AI-Enhanced Visuals for Point-of-Sale Impact
Beyond traditional creative methods, this partnership leveraged emerging technologies to produce high-impact visuals with unprecedented efficiency, particularly for critical point-of-sale activations.
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Actions & Impact:
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Generative AI for Dynamic Visuals: Faced with tight deadlines and the need for fresh, engaging visuals, AI was strategically integrated into the production workflow. For campaigns such as the "Saucy Squeezy Offer" for Tomato Ketchup, generative AI was utilized to create rich background elements, vibrant tomatoes, and other interactive visual components around core product shots.
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Accelerated Turnaround & Quality: This innovative approach allowed for the rapid generation of diverse, high-quality visual assets. It significantly reduced production timelines, enabling the marketing team to deploy dynamic, eye-catching creative for point-of-sale installations and campaigns with remarkable efficiency.
Sustaining the Brand Narrative
Beyond individual campaigns, the partnership involved ongoing creative support to keep the brand story fresh and relevant across various product lines and promotional periods.
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Actions & Impact:
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Versatile Creative Development: This included designing promotional offer ads, creating visuals for new product launches like the "Superfood" dates, and developing informational brochures.
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Elevated Brand Narrative: Through this sustained creative collaboration, Delmonte's brand narrative was consistently elevated, reinforcing its legacy while appealing to the modern Indian consumer.
