Del Monte partners with food writer Jack Monroe for new campaign

Leading canned fruit brand Del Monte has signed a partnership deal with award winning food writer Jack Monroe to promote the positive benefits of eating canned fruit.

The six-month partnership will begin with Jack and Del Monte collaborating on the development of a series of recipes utilising the core canned fruit range.

The recipes will be made available to consumers through a wide-reaching digital and PR campaign, including on the social media channels of both Jack Monroe and Del Monte, with the campaign hashtag: #YesWeCAN.

Monroe will further support the activity with a series of national media interviews.

“I’m a big fan of cooking with canned ingredients, not only for the versatility and convenience, but also because they are a surprisingly good source of vitamins and nutrients,” she said.

“Del Monte’s range offers quality, value and variety, and I particularly like the fact that their canned fruits in juice have no added sugar or preservatives, meaning it can count towards your five-a-day.”

For Del Monte, the collaboration marks a first of its kind activity.

“Jack Monroe’s ethos around nourishing, convenient and inexpensive eating perfectly aligns with Del Monte’s vision of promoting healthier lifestyles,” said Martin Tilney, senior commercial director for Del Monte UK and Europe.

“We have been inspired by Jack’s creativity and passion and are very excited to be working with such an influential and popular cookery author to help to highlight the value of incorporating Del Monte’s nutritious canned products into everyday meals.”

Monroe started writing her popular blog, A Girl Called Jack, in 2012, detailing living with her son on a food budget of just £10 a week. She has since written several best-selling cookery books.

She also works with several charitable organizations, raising awareness among the people to cook and eat well on a low income, and campaigns against the causes of poverty.

Del Monte added that it will be donating £10,000 to Magic Breakfast, a charity nominated by Monroe, to mark the new partnership.

Magic Breakfast aims to end child hunger as a barrier to education by providing healthy and nutritious breakfasts to vulnerable schoolchildren across the UK.

The Del Monte and Jack Monroe partnership will run from 1 December for six-months. All recipes will be available to download from www.delmonte.com.