Del Monte®, the number one brand in the UK’s canned fruit market[2], is now an official global licensee of Netflix exclusive series Jurassic World Camp Cretaceous and has partnered with DreamWorks Animation and Universal to run a roarsome campaign across the UK. 

Season 4 of the series, which is produced by Steven Spielberg, is scheduled to air on Netflix in December 2021. In the lead up Del Monte® has invested in a large-scale consumer campaign, rolling out six[3] promotional products with on-pack QR codes and a website leading to the mobile based bespoke game Dinosaur Challenge – with a chance for players to win one of two family trips to Universal Orlando Resort for 7 nights[4] (one for consumers in the UK & one for Republic of Ireland).to its release,

Consumer favourites – Del Monte® Peach Slices in Juice, Pineapple Slices and Pineapple Chunks in Juice and Fruit Cocktail in Juice will all feature various characters of the Camp Cretaceous Netflix series on pack. Players scanning QR codes on Del Monte® labels will unlock special skills and boosters to help escape the game’s island. Users can also play with interactive dinosaur filters and unlock Augmented Reality (AR) content for a limited time by collecting badges and medals though the game.

Sam Bennett, Marketing Controller UK said; “Grown in the tropical climates of Costa Rica, Del Monte®s world-renowned pineapples share their home with the Jurassic World Camp Cretaceous inhabitants[5]. As an official licensee of this hugely successful Netflix series, the collaboration has provided us with a unique opportunity to showcase the exceptional quality and versatility of our handpicked fruit to families across the UK & Republic of Ireland.

“Although our heritage stretches back more than 128 years, our proposition is modern and well suited for today’s health conscious consumer. At Del Monte®, we actively seek brand partnerships to help encourage children to eat more fruits and vegetables. This collaboration will nurture the nostalgia of original Jurassic Park fans, whilst sparking the imagination of younger generations using some of the very latest, interactive technology.”

For the first time in over 30 years, Del Monte® will also be returning to the UK’s television screens, with a 20 second TVC across ITV terrestrial, satellite and VOD platforms. Running from mid-September to mid-October, the TVC is likely to reach an estimated 20 million viewers. Supported by social media and a digital campaign with a strong emphasis on influencer outreach, families across the UK will be encouraged to create dinosaur-themed recipes made with Del Monte® core products. 

For more information, visit: www.dinosaurchallenge.com.

[2] Nielsen MAT value total to 19th June 2021

[3] Pineapple slices in Juice 432g, Pineapple Chunks in Juice, 432g, Peach Slices in Syrup 420g, Peach Slices in Juice 415g, Fruit Cocktail in Syrup 420g, Fruit Cocktail in Juice 415g

[4] For more information on the competition, visit www.dinosaurchallenge.com. No purchase required.

[5] Isla Nublar is a fictional Costa Rican Island referenced throughout the Jurassic franchise

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