Fyffes says UK consumers are responding to its continued investment in brand-building, including “an emotional message and contemporary marketing”, as aided brand awareness rises to 79 per cent
Fyffes has enjoyed an increase in brand awareness across the UK, according to Kantar research, which the banana supplier attributed to its “continued investment in building consumer engagement and brand relevance”.
Aided brand awareness for Fyffes bananas has reached 79 per cent, the research revealed, with 76 per cent of UK consumers considering buying Fyffes the next time they purchase bananas. Fyffes pineapples equally performed strongly, achieving aided brand awareness of 73 per cent and consideration of 70 per cent.
“These findings provide clear evidence of the enduring strength of the Fyffes brand and its strong connection with UK consumers,” said Adriano Di Dia, chief marketing officer at Fyffes. “They also show that our investment in an emotional message and contemporary marketing is resonating across both the banana and pineapple categories.”
Last year saw Fyffes launch its ‘Eat ’Em, Like ’Em, Love ’Em’ campaign in the UK, with the aim of bringing a “playful and contemporary energy to one of the UK’s best-loved fruit brands”.
The findings build on wider European consumer research previously released by Fyffes, which anointed bananas as consumers’ favourite fruit, with 89 per cent of consumers reporting that they had eaten bananas within the previous four weeks.
