To tap into the growing millennial market and promote its fresh fruit products, Del Monte Fresh deployed a series of Beach Bash activations over six days in Daytona Beach, FL, for Spring Break. The activations lived primarily at the Plaze Resort and Spa, but the brand spread itself around Daytona to make sure its reach went as far as possible.
In an effort to build buzz about the activations ahead of time, the brand launched a Facebook sweepstakes that sent a winner and two friends to Spring Break for five nights and six days, all-expenses paid. That push alone earned the brand 7,336 new fans. Onsite, there was a totally fruity obstacle course on the beach with branded promos for the participants and a dj to pump the crowd up and do play-by-play. There were several photo activation opportunities, including one with a Del Monte banana car. (Yeah, that’s a real thing.) Of course the brand sampled tons of fruit (about 10,000 banana and pineapple servings), both at the home resort and at surrounding hotels. To top off the events, Del Monte also invited the Breakers to a banana dance party, where attendees threw on some banana costumes, danced to “Holla Back Girl” by Gwen Stefani and, we hope, made it back to their rooms without slipping on a peel.
“This is a difficult demographic to reach, and they’re not all that focused on fruits and vegetables, but they represent future consumers,” Dennis Christou, vp-marketing at Del Monte Fresh, told Buzz. “We tried to provide a touch point with the brand that is memorable and we hope it will carry the brand through their lives.” Agency: Periscope, Minneapolis.