At 132 years and counting, Del Monte Foods is looking to modernize its image with consumers of all ages, convince private label-loving millennials that it’s worth paying a bit more for its branded canned and packaged products, and drive awareness and sales for a growing number of new products. With new chief marketing officer Bibie Wu in place since March,  and new agency of record Doner LA also brought on board in the first half of the year, the team is unveiling its first big new work: Del Monte’s first new master brand campaign since 2012, when it launched “Bursting With Life." 

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