Del Monte’s Pandemic Marketing: Focus on Audiences and Monitor Changing State Guidelines

[Editor’s Note: Elana Gold, CMO of Del Monte Fresh Produce, is one of a growing number of senior executives hired during the pandemic. Her hiring in late March and a bolstering campaign she’s overseeing, Can Do Done Daily (CDDD), are emblematic of her view that communication, passion and hard work can overcome the direst of circumstances. As part of our pandemic interview series, we asked Gold about marketing at the 130+ year-old vertically integrated company during the coronavirus. We also asked about how she leads and brainstorms with a remote staff. Prior to Del Monte, Gold held positions at PepsiCo, Sabra Foods, Yum Brands, Novartis and others. Her lightly edited responses follow.]

PRNEWS: Tell us about the state of Del Monte Fresh Produce regarding the pandemic. What are some of the marketing communication challenges?

Elana GoldCMODel Monte Fresh Produce

Elana Gold: The challenges moving forward include changing the way we market in these unprecedented times, and ensuring we’re keeping consumers top-of-mind during it all. I can mostly credit our product development team for that. It is constantly conducting market research to understand what consumers want and making sure we’re serving them as best as we can.

PRNEWS: Do you have an example?


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