# Sports-Themed Fruit Snacking Campaigns The Del Monte Fresh for the Win is Here for Tennis Season By Michael Hemsworth | Published 2026-05-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/del-monte-fresh-for-the-win References: [talkingretail](https://www.talkingretail.com/products-news/grocery/433665-11-05-2026/) & [delmonte](https://www.delmonte.com)  The [Del Monte](https://www.trendhunter.com/trends/del-monte-fruit-snacks) Fresh for the Win campaign has been launched by the brand in the UK in partnership with the [Lawn Tennis Association](https://www.trendhunter.com/trends/trophy-lounge) and British tennis star Mimi Zu to encourage healthy snacking and sports this season. The campaign will be running through the grass court season in the UK and promotes Del Monte products as being a great option for staying fueled when being active. The campaign is being supported by a 10-week competition on TikTok and [Instagram](https://www.trendhunter.com/trends/dough-balls-strawberries-cream) where consumers will have the chance to win health, wellness and sport-themed prizes. Senior Marketing Director, Europe and Africa Thierry Montange spoke on the Del Monte Fresh for the Win campaign saying, "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.” ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 29% | Activity: 37% | Freshness: 76% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Sports-themed Snacking Campaigns:** Pairing fruit products with sports seasons creates novel consumer touchpoints such as event-timed packaging, athlete co-branding and performance-focused nutrition labeling. - **Influencer-led Health Promotion:** Celebrity athletes fronting healthy-snacking messages drive trust signals that could underpin authenticated athlete-led nutrition platforms and certified product endorsements. - **Short-form Platform Competitions:** TikTok and Instagram competition mechanics magnify engagement and suggest integration of gamified loyalty systems tied to social shares and prize ecosystems. ### Industries Being Reshaped - **Packaged Fruit Retail:** Retailers of fresh and preserved fruit may see disruption from bundled sport-focused assortments, data-driven replenishment and traceable provenance experiences. - **Sports Marketing & Sponsorship:** Sponsorship activations that fuse product sampling with athlete storytelling can redefine ROI measurement through real-time engagement analytics. - **Social Media Advertising Platforms:** Ad formats that combine commerce, competitions and creator partnerships offer new monetization layers and shoppable, trackable campaign architectures. ## Related on Trend Hunter - [Tennis Star-Approved Product Campaigns](https://www.trendhunter.com/trends/thorne-x-ben-shelton.md) - [Playful Tomato Athletes](https://www.trendhunter.com/trends/national-games-campaign.md) - [Soccer-Themed Snack Branding](https://www.trendhunter.com/trends/mondelz-products.md) - [Cinematic Fruit Partnerships](https://www.trendhunter.com/trends/del-monte-and-toy-story-5.md) - [Seasoned Dessert Canned Fruit](https://www.trendhunter.com/trends/del-monte-fruit-delights.md) - [Film-Celebrating Fruit Branding](https://www.trendhunter.com/trends/del-monte-and-zootopia-2.md) - [Festival Season Refreshment Campaigns](https://www.trendhunter.com/trends/caprisun-festival-feeling.md) - [Refreshing Fruit-Packed Frozen Treats](https://www.trendhunter.com/trends/del-monte-freeze-pops.md) - [Nostalgic Back-To-School Snack Campaigns](https://www.trendhunter.com/trends/backtoschool-snack1.md)