Del Monte has launched a new summer campaign, ‘Fresh for the Win’, supported by a partnership with British tennis player Mimi Xu and delivered in collaboration with the Lawn Tennis Association.
The campaign is designed to link fresh fruit snacking with active, everyday lifestyles and will run throughout the grass court season. It targets younger audiences, families and tennis fans through a mix of social media, influencer engagement, retail support and experiential activity.
At the centre of the campaign is 18-year-old Mimi Xu, who turned professional in 2025 after completing her A-Levels. The Swansea-born player trains at the National Tennis Centre in Roehampton and has already secured singles and doubles titles at the W100 Wrexham tournament.
A key element of ‘Fresh for the Win’ is a 10-week Weekly Winner Competition, running to the end of July. Hosted across Del Monte’s UK Instagram and TikTok channels, the competition offers prizes linked to movement, mindset, wellness and tennis, with a grand prize awarded at the end of the programme. Entry is driven via on-pack QR codes featured on participating products.
The campaign also includes a pre-season ticket giveaway for the Queen’s tennis tournament, alongside planned brand collaborations, including with Ninja. Experiential activity will include a Fresh Cut Pop-Up Stand, designed to bring the campaign messaging to life.
Participating products include Del Monte Apple & Grape Bag 80g and Del Monte Apple Bag 80g, both featuring new on-pack designs promoting the campaign and competition. Packs will be available in store from 18 May until the week commencing 20 July.
