As part of its summer banana promotion, Tesco ran a competition to win enough Air Miles for two people to fly to anywhere in the Caribbean - which produces around 32 per of the store's bananas.

To win, customers had to buy £1.20 worth of bananas in one transaction and complete an entry form available in stores.

In a bid to flag-up the competition which was rolled-out in all stores in June, Tesco employed a number of marketing techniques,many of which were a first for produce promotion.

The promotion and bananas were advertised on petrol pump nozzles - a medium usually reserved for giant brands rather than generic products; the tesco.com site ; and in-store advertising featured a monkey logo including hanging boards, shelf wobblers, banners and window posters; 3D floor stickers and trolley advertising. Stores also displayed recipe cards suggesting fun and tasty ways to eat and cook bananas as well as leaflets promoting the Five-A-Day message and Tesco ran banana roadshows at 100 stores over the summer where the Banana Group's giant bananas gave out money-off coupons to shoppers.

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