Del Monte is to apply labels designed by Associated Design Consultants to its Gold pineapples worldwide.
The London consultancy was briefed last September to design a label for a pan-European launch. Since the identity has been so successful, it will now appear in the US market.
Del Monte marketing manager Dickon Poole says: “ADC came up with designs which were so good they have been adopted in the US. The only modification is to the shape of the labels.”
Jonathan Steele, marketing manager at ADC adds: “We have worked with Del Monte before. In this case, the label sold itself.”