How Del Monte Foods embraces Gen Z while honoring tradition in PR campaigns

On Top of PR with Jason Mudd

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In this episode, Bibie Wu joins On Top of PR host Jason Mudd to discuss how Del Monte Foods balances innovation and tradition in its PR strategies.
Tune in to learn more!
Our Guest:

Our episode guest is Bibie Wu, chief communications and technical development officer at Del Monte Foods. She leads marketing, corporate communications, investor relations, product and packaging research and development, and environmental, social, and governance for Del Monte Foods' powerful portfolio of brands.

Five things you’ll learn from this episode:

1. Balancing a 130-year-old heritage brand legacy with innovation

2. Staying relevant with emerging trends

3. The launch and strategic plan behind Joyba Bubble Tea

4. Engaging Gen Z and Zillennials through influencer marketing

5. The importance of synergy across teams during campaigns

Quotables

“We like to say, ‘This is not your grandmother's Del Monte.’ You can make so much more than just a green bean casserole. We’re innovating for today’s consumer and staying on top of what's popular in culinary flavor trends.” — @Bibie Wu
“People are getting their ideas and the recipes from social, from TikTok, etc., so we're incorporating those trends into our product.” — @Bibie Wu
“It’s all about synergy — integrating the PR agency, digital team, brand team, or internal media planning, it’s important to make campaigns that can be meaty across all those platforms.” — @Bibie Wu
“We've been putting more of our efforts behind developing products and marketing campaigns that speak to these younger millennials and Gen Z because they're going to be the families of tomorrow.” — @Bibie Wu
“That's why we name the show On Top of PR — because there are so many topics, tips, and trends that our audience has to stay on top of that we do our best to try to bring those relevant topics to the table.” — @JasonMudd9
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About Bibie Wu

Bibie Wu has more than 20 years of experience in consumer packaged goods marketing leadership with many well-known and respected brands at General Mills and Campbell's. Before joining Del Monte in 2018, she served as Henkel’s vice president of marketing and head of laundry conditioners and home care. She was also responsible for Henkel’s omnichannel and visual branding departments. She is a graduate of Amherst College and received an MBA from Dartmouth College.

Guest’s contact info and resources:

Bibie Wu on LinkedIn
Del Monte Foods website

Additional Resources:

How influencer partnerships can boost PR campaigns
Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
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