Fresh produce brand Del Monte has announced a new campaign partnership with rising British tennis star Mimi Xu, delivered in collaboration with the Lawn Tennis Association (LTA). The partnership forms the centrepiece of Del Monte’s summer campaign, “Fresh for the Win”.
At just 18 years old, Swansea-born Mimi Xu represents the next generation of British tennis talent. Having recently turned professional in 2025 following her A-Levels, Xu trains at the National Tennis Centre in Roehampton and has already secured major success, including her W100 Wrexham singles and doubles titles.
The campaign promotes a broader message around maintaining a fresh mindset, energy, and perspective. The concept of winning is redefined to include everyday achievements from showing up and staying consistent, to making personal progress and helping to make tennis and healthy living more accessible to all.
A key component of the 10-week campaign is Weekly Winner Competition, running until end July. Hosted across Del Monte UK’s Instagram and TikTok channels, the competition will offer consumers the chance to win a range of prizes inspired by movement, mindset, wellness and tennis, culminating in a grand prize at the end of the programme. Entry is driven via on-pack QR codes featured across participating SKUs, linking directly to Del Monte’s social platforms.
The campaign will also include a pre-season opportunity for consumers to win tickets to the prestigious Queen’s tournament, alongside potential brand collaborations with partners including Ninja.
Participating products include Del Monte Apple & Grape Bag 80g and Del Monte Apple Bag 80g, featuring new on-pack designs promoting the campaign and competition.