For fresh produce marketing in Australia and New Zealand
Camellia Aebischer

BY CAMELLIA AEBISCHER

Australian Bananas launch new campaign

The popular Australia campaign is back with a new spin promoting healthy living

‘Peel good feel good’ is the slogan for Hort Innovation’s new marketing campaign for Australian Bananas.

Launched nationally on 8 September, the campaign aims to promote bananas as a healthy, natural energy snack.

Drawing on its iconic past, the campaign is a continuation of the 24-year old ‘make your body sing’ campaign. It utilises a refreshed version of the classic ‘ba-na-na’ music track alongside the ‘peel good feel good’ slogan.

Elisa King, marketing lead for Hort Innovation said the iconic jingle resonates with generations of Australians and that its new evolution was designed to strengthen the existing brand.

“The campaign, which will run for the next three years, aims to position bananas as a fresh and natural alternative to the fast-growing category of processed energy bars and protein balls that have flooded the consumer market,” said King.

Dietician and nutritionist, Jemma O’Hanlon supports the campaigns claims saying bananas contain 13 per cent of a person’s daily vitamin B6 intake and five essential vitamins and minerals.

“Bananas [also] contain tryptophan – an amino acid that the body converts into serotonin which helps to regulate mood and increases feelings of happiness and wellbeing,” O’Hanlon said.

 Hort Innovation funded the campaign using the banana industry marketing levy.

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