The content created and co-created by Del Monte and its ambassadors has enabled the brand to develop and nurture its own community. The videos have been viewed over 257,000 times, with a significantly higher than average viewing time since the beginning of the initiative. The community has almost doubled in just over a year and contents have reached hundreds of thousands impressions. From a demographic point of view, the community is mostly from Canadian cities, meaning the campaign succeeded in reaching people from all across Canada.
The greatest KPI for this initiative lies in the consumers' devotion to the brand. They love it so much that they now create content themselves, share their recipes with us, and never hesitate to communicate with us in their own language.
In the end, this campaign brought together several cultural communities together with the brand, creating one big the Del Monte Juice family.