Fresh produce brand Del Monte has launched a new campaign partnership with British tennis player Mimi Xu made in collaboration with the Lawn Tennis Association (LTA).

The partnership is part of the brand’s summer campaign ‘Fresh for the Win’, which aims to link healthy snacking with active, everyday lifestyles.

The marketing campaign features professional Swansea-born tennis player Mimi Xu, who was selected to engage younger audiences.

Del Monte Foods UK will launch a fully integrated activation plan during the entire grass court season with social media activity, influencer engagement, retail support and experiential elements.

The Fresh for the Win initiative was created to promote the benefits of fresh fruit and also features a 10-week competition across the brand’s TikTok and Instagram channels.

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Consumers will have the chance to win a range of prizes, including tickets to see the Queen’s tournament and other wellness and tennis gifts.

The participating products include the Del Monte Apple & Grape Bag and the Del Monte Apple Bag, which feature on-pack designs promoting the campaign and competition.

These packs will be available at retailers from 18 May to the week beginning on 20 July.

Senior MD, Europe and Africa, at Fresh Del Monte, Thierry Montange, said: “We are extremely proud of our long-standing collaboration with British tennis. We’re excited to bring this campaign to life in partnership with Mimi Xu, whose energy and outlook reflect the spirit of ‘Fresh for the Win’.

“Together with the LTA, we’re continuing to engage younger tennis players and fans across Great Britain, highlighting the benefits of fresh and preserved fruit as part of a healthy lifestyle in a way that feels relevant, inspiring and accessible.”