Dive Summary:

• Canned food companies have long battled with consumer perceptions over the freshness of their metal cylinders' contents, and two 1924 and 2013 ads from Del Monte illustrate that perfectly.
• The two ads show how canned food companies' message has evolved over time, with the wordy 1924 ad stressing that Del Monte's canned peaches are "California grown" and that Del Monte was "Not a Label—But a Guarantee" of freshness.
• The company's 2013 ad has moved beyond explaining that canned food isn't inferior, opting instead for a minimal image of a peach falling from a single branch into a can that conveys a simple message of "picked and can."

From the article:

... Even today, over two centuries after the introduction of canning, "there’s still an idea that there’s something strange or otherworldly about buying your food in a metal cylinder," said Andy Havens, an advertising instructor at the Columbus College of Arts & Design and also a veteran adman and writer. "We don’t open it with any expectation that it’ll be better than the fresh variety. We expect canned food to be about 80 percent as nice as fresh." ...