Mobile marketing case study: Del Monte gets seasonal with summer food ideas app

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Del Monte is dispensing ideas for parents this summer via a mobile application ‘Springpad’. This mobile marketing case study looks at how the food brand is partnering a popular independent app to boost its reach to mums on the move. As part of the campaign, Del Monte created a notebook called “Garden Fresh Entertaining,” which includes seven different food and drink recipes that incorporate the brand’s fruit and vegetable products for summer. Once users find a Del Monte recipe that they like, they can save it to one of their notebooks to access later. The notebooks can be made either public or private. The recipes include step-by-step directions and a toggle that lets consumers choose if they want to make a recipe or if they have already made an item. If consumers have already cooked a recipe, they can enter a review of the item and can rate the recipe on a scale of five stars.

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Brand: Del Monte| Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

Springpad can be accessed across desktops or via a smartphone and tablet application. The summer campaign is part of the food brand’s growing investment in mobile as it looks to reintroduce its products to consumers.

The new "Spring Into Summer" Digital Guide helps consumers organize, plan and keep track of everything they want to do this summer while they are on the go.

Springpad's summer-themed collection of virtual Notebooks can be accessed from the web, smartphone and tablet and offers fun, helpful ideas and information from Springpad partners including bloggers, brands and publishers like TripAdvisor, Del Monte, Wayfair, Breville, Women's Health, Men's Health, Glamour and Parents Magazine.

"Del Monte is always seeking out new and innovative ways to connect and build relationships with our consumers, and the 'Spring Into Summer' Campaign provides us with the perfect platform to do just that," said Brian Ng, Director, Brand Strategy and Trademark Development at Del Monte® Foods. "What differentiates Springpad is its unique way of engaging consumers and the mobile apps keep our brand top of mind with consumers whenever or wherever they are planning their next meal, whether that's a family dinner from the comfort of home, a beach BBQ planned on-the-go, or an impromptu picnic decided on while shopping in-store."

"The key to having a great summer is to start off the season with a real plan," said Springpad co-founder, Jeff Janer. "Our 'Spring Into Summer' Guide is packed with useful information from our partners, who are voices of authority on popular summer activities like travel, fitness, cooking, outdoor adventures, fashion, entertaining and more. These helpful ideas from industry experts make Springpad an even better personal assistant for busy consumers, helping them plan and do everything they want to this summer -- whether they're at home or on the road."

With just one click, consumers can easily follow a Springpad Notebook right on their computer, smartphone or tablet and will even receive alerts when the Notebook is updated with new information or price drops.

The collection of tips featured in Springpad's "Spring Into Summer" Notebooks include:

• Summer Travel Guides from TripAdvisor including "The Art of Road Tripping" and Family Travel
• Healthy Summer Meals and Beverages from Del Monte® and Breville
• Summer Fashion and Beach Time Fun from Glamour
• Get in Shape for Summer Guides from Men's Health and Women's Health
• Kid-Friendly Summer Activities from Parents Magazine
• Summer Entertaining Guides from Grayson Handy and Wayfair
• Entertainment Guides from Springpad featuring top movies, music, TV, and great beach reads

Watch this video explaining how Springpad works below:

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