The fresh produce company is rolling out the 2.2m x 1.1m floor graphic, bigger than a 6-sheet poster, in the canned fruit aisle in 26 Tesco stores.
A regular-sized floor graphic will run in a further 135 Tesco stores.
The activity supports Del Monte’s Take a Fresh Look campaign, promoting new ways of using its prepared fruit, juices and Fruitini Squeezies.
The company wants to inspire mums to take notice of canned fruit, said senior product manager Lucy Griffen. “But beyond brand building this campaign is specifically designed to activate sales in the retail environment,” she added.
Del Monte worked with in-store specialist Sales Activation Solutions to develop and execute the floor graphic concept.
“This is among the first of its kind in the retail environment,” commented SAS sales director Lee Behan. “It provides Del Monte with an additional dimension for driving sales right at the product fixture.”