To boost juice brand awareness and stimulate consumer participation, Del Monte departed from conventional advertising methods and introduced an interactive marketing campaign. The initiative was executed as a game format where consumers had a set time limit to collect the correct fruits according to recipes to create 11 different Del Monte juices. This was strategically linked with brand mall promotions to maximize the promotional impact.

The primary objective was to leverage gamification to naturally provide a brand experience, driving traffic and increasing membership sign-ups on the brand mall to ultimately encourage tangible purchase conversions.

During the campaign period, the initiative recorded approximately 15,000 new member sign-ups and over 150,000 total game plays, demonstrating high participation. This heightened engagement led to increased brand mall visits and membership, successfully translating into measurable sales performance.