‘Eat ‘em, Like ‘em, Love ‘em’ campaign aims to boost banana and pineapple sales
Fyffes and Morrisons have unveiled a major in-store brand activation campaign for bananas and pineapples in 488 stores across the UK.
Leading with the tagline ‘Eat ’em, Like ’em, Love ’em’, the shopper campaign leverages the catchy call to action and highlights the progression from trying the product to becoming brand loyal.
Further plays on the tagline – such as ‘Snack ’em, Bake ’em, Blend ’em, Split ’em’ – will encourage shoppers to experiment with bananas and pineapples, while ‘sharing comes naturally’ celebrates those moments when food and mood get together.
The campaign will feature headers, ceiling signs and stripping as well as online Fyffes activations. Up until now, Fyffes bananas in Morrisons were supplied under own label.
As well as the ‘Eat ‘em, Like ‘em, Love ‘em’ campaign, Fyffes is celebrating Halloween with Morrisons, turning pineapples into creative and fun seasonal products and encouraging consumers to carve pineapples instead of pumpkins.
It will also promote the use of the Fyffes pineapple corer to transform the pineapple into healthy Halloween treats such as smoothies, skewers or tropical punch, making the Halloween celebration more creative and sustainable.
Fyffes has further plans to activate the ‘Eat em, Like ‘em, Love ‘em’ campaign across the UK, with more details set to be revealed in due course.
John Hopkins, managing director of Fyffes UK, said: “We’re thrilled to partner with Morrisons on this Fyffes brand activation. Morrisons share a similar history with Fyffes, going from a small family-owned business to become a national retailer in the UK and a well-known, loved and trusted brand.
“Morrisons loved our new catchy campaign concept and worked closely with us to create the in-store brand campaign, which is bound to capture shoppers’ attention. Special thanks also to Morrisons Media Group for pulling out all the stops to bring it to life.”
Emma Spencer, senior fruit buyer for Morrisons, added: “We are delighted to collaborate with our long-term supply and grower partner on the launch of Fyffes bananas in store. Fyffes is an iconic, heritage brand, and we’re confident it will attract customers to the fixture and inspire them to enjoy more of this healthy, nutritious and convenient fruit.”
