Finding a point of difference in the banana market isn’t always easy, but Irish importer Fyffes believes a new campaign highlighting some of the brand’s unique selling points will resonate with consumers.
Employing the slogan Peel Different About Bananas and the strapline We Don’t Compromise, Why Should You?, the new multimedia campaign is designed to convince consumers that not all bananas are the same, meaning they should be very much a ‘considered’ purchase.
“We are aiming to re-establish emotion and conscious consideration around banana choice, and to highlight Fyffes as the top brand for the three key criteria that influence shopper behaviour – quality, freshness and taste,” commented Fyffes marketing manager Emma Hunt-Duffy, who is overseeing the Peel Different campaign’s implementation.
With a strong emphasis on billboard posters, broadcast media and online, the campaign’s message is illustrated by a half-peeled, ready-to-eat banana and conveyed in lettering graphically formed from a peeled banana skin.
Its focus will initially be on three key messages:one stresses the point that “only the best is good enough to carry the Fyffes blue label”; another flags up the importance of storage and transportation with the message “our shipping technology keeps our bananas in perfect condition”; and the final message points out that Fyffes doesn’t use machines but washes, sorts and picks bananas by hand.
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