India – Del Monte has partnered with marketing agency YAAP to debut its new campaign, ‘The King of All Chocolate Flavoured Syrups,’ celebrating the rich, indulgent taste of its signature chocolate syrup and positioning it as the ultimate choice for chocolate lovers.
Del Monte’s campaign highlights the syrup’s standout features, including 40% more cocoa, which enhances its rich taste and velvety texture. It brings to life the idea of chocolate syrup that reigns supreme, showcasing its versatility as the perfect addition to milkshakes, pancakes, and desserts.
The campaign combines nostalgic visuals and indulgent storytelling to resonate with families and individuals looking to elevate their meals. By showcasing the syrup through the eyes of those who experience it, the campaign positions the product not just as a treat but as the centrepiece of cherished moments.
Anshu Anand, CMO at Del Monte, shared, “At Del Monte, we’ve always believed in staying tuned to consumer needs and delivering products that raise the bar. The chocolate syrup category has long been a familiar space, but as we understood, the demand existed for a more thicker, tastier chocolate syrup that Del Monte could offer.”
“With this campaign, we’re not just highlighting our product’s superior qualities; we’re making a statement about how we shine in the existing market that is challenging with other dominating brands in the market. It was the right moment to bring this message to life, and we’re thrilled with how it aligns with our legacy of quality and creativity,” Anand added.
Kiranpreet Kaur, DGM marketing at Del Monte, also said, “The concept of ‘The King of All Chocolate Flavoured Syrups’ emerged from a deep understanding of what today’s consumers value—excellence that stands out. The team briefing was anchored on one key idea: celebrating the product’s unparalleled richness and superiority. The campaign’s regal communication reflects this thought. From strategy to execution, we aimed to craft a narrative that showcases how our chocolate syrup isn’t just a treat; it’s the reigning choice for families seeking indulgence in every bite.”
Conceptualised by YAAP and directed by Vivek Dubey, Del Monte’s campaign combines captivating visuals with relatable storytelling, focusing not just on the product but on the magic it brings to people’s lives. The narrative highlights the syrup’s indulgent appeal, capturing the joy and admiration it inspires and showcasing how families treat it like the king it truly is.
Manan, partner at YAAP, remarked, “The product is already a favourite among kids and adults alike, so we wanted the campaign to reflect its universal appeal while standing out in a crowded market. Del Monte’s commitment to quality and innovation gave us the confidence to push boundaries and create something truly unique. This campaign celebrates not just the richness of the syrup but the joy and indulgence it brings to families, a perfect alignment with Del Monte’s ethos.”
Building on this, Karan Arora, revenue head at YAAP, continued, “Working with Del Monte over the years has been a masterclass in quality and innovation. The collaboration between YAAP and Del Monte has been incredibly rewarding, driven by a shared passion for delivering excellence. The chocolate syrup is a prime example of Del Monte’s dedication to creating products that evoke both delight and nostalgia.”
“For us, this campaign was about celebrating the role Del Monte plays in enriching everyday lives. From ideation to execution, it’s been a journey of storytelling that captures both flavour and emotion,” Arora added.
The campaign is now live across theatres, YouTube, and social media. To engage chocolate enthusiasts further, Del Monte invites consumers to share their creative recipes and memorable moments.
