Bath creative digital agency Moresoda has won a major contract with food giant Del Monte to design and manage the digital and web activity for four of its UK juice brands.
The account, with Del Monte’s UK partner Gerber Juice, represents a significant win for Mo
resoda and covers the mass market Del Monte juices range, the adult juices range Del Monte Occasions, the Naturally Light range targeted at health-conscious women, and the recently-launched children’s range Fruit Burst.
Each range has a distinct visual identity and defined target market. Moresoda’s job is to bring the brands to life online and develop online communities.
The agency’s design director Joe Tuckwell said: “This is a fantastic challenge for Moresoda that plays to many of the strengths of the creative team here. We are taking these four brands and developing an online strategy for each, to include interactive web elements like games and quizzes plus apps and incorporating social media elements. The mobile web is becoming ever-more important and our work reflects that.”
Moresoda has already started work on the Fruit Burst site, adding elements to the Discovery Lab quiz-and-games pages it has created to engage Fruit Burst’s target audience of seven-to-13 year olds. More elements will be rolled out in the weeks ahead for that brand and for the other three. The ultimate aim of the project is to develop engaged, informed online communities that will interact with and provide feedback about Del Monte products, ultimately driving sales and loyalty.
The Bath agency has a proven track record in beverage websites and digital, having worked with the pomegranate juices business, Pomegreat and with the fruit-and-veg smoothie maker, Savse Smoovies. Mr Tuckwell said winning the work with Gerber, based in Bridgwater, on Del Monte products was testament to their creative response to the brief.
“We were up against some larger, long-established agencies from London and Bristol to win this work,” he said. “I think one reason we won the opportunity was due to our ideas for developing the four brands in parallel, but also our plans to link up the brands and create a wider brand narrative.”
Alli Lucy at Gerber Juice added: “We were really impressed by the Moresoda team. They listened to our brief and came up with plans and ideas that were innovative, fun and cost effective. The plans we have in place with Moresoda pull together all the sub-brands we have with the Del Monte range, creating targeted activity aimed at the different consumer needs whilst still bringing them together under the Del Monte family.”
Since Moresoda’s launch in 2008, the agency has built a reputation for combining innovation with a disciplined, process-driven approach that keeps projects on track. Mr Tuckwell said this approach was paying dividends and enabling the agency to deliver bigger projects and measurable impact – with the Gerber work being just the latest example of that trend.
