Del Monte Foods is spending more than $20 million on a new online and print campaign in an effort to undress its fruit.

Suitably tagged as “Fruit Undressed,” the campaign is a bold move for the San Francisco-based client, which typically spends less than $5 million advertising its refrigerated fruit business. In 2007, the maker of 9Lives and Meow Mix spent $16 million in measured media (excluding online), and $11 million through September of this year, per Nielsen Monitor-Plus. You can read more about the campaign here.

Article Tags: 12 Point Type | advertising | Del Monte
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