UGPBAN poster

The new communication campaign for bananas from the French West Indian islands of Guadeloupe and Martinique has just been launched in France, according to Végétable.

Entitled 'La Banane de Guadeloupe & Martinique, produit de notre terroir', the campaign from UGPBAN (the union of banana grower associations) focuses on the Frenchness of the bananas, at a time when consumers are increasingly favouring domestic and local products.

This month, marketing plans include a poster campaign and advertisements in both the trade and consumer press.

The new poster campaign depicts a solitary banana tree in the French countryside, alongside taglines such as 'Proud of its origin', 'The fruit of a unique land' and 'The great taste of our regions'.

The image of a banana tree in a French vineyard, as well as in a field in Normandy, also serves to liken French West Indian bananas to other French specialties.