New campaign featuring Tim Robards spotlights the banana’s role as a school lunchbox essential
Australian Bananas has launched a new back to school campaign highlighting how the fruit has remained a staple of Australian lunchboxes throughout the years.
The Australian banana industry’s marketing body has partnered with media personality Tim Robards and his daughter Elle, to showcase how much things have changed – and stayed the same – when going back to school.
The campaign invokes new research from Australian Bananas that shows school lunches are among the biggest differences parents have noticed from their own schooling experience. Just over 80 per cent shared they now need to adhere to food guidelines and almost half of Australian parents said there are a lot more restrictions on school lunches, compared to when there were at school.
While 70 per cent of parents said find it increasingly difficult to stick to the evolving school lunch box guidance, nearly all parents (93 per cent) shared that they include a banana.
“Although a lot has changed since I was at school compared to Elle, one thing is the same - our favourite school snack, Australian Bananas,” said Robards.
Australian banana grower Dianne Sciacca, said the fruit has many health benefits in addition to its convenience.
“Bananas have been the go-to school snack for generations. Packed with natural carbohydrates, vitamin B6 and potassium, Australian Bananas are the perfect snack for fuelling any hop, skip or jump,” she said.
The campaign aims to develop an earned media spike for the key back to school period, communicating that bananas are nature’s energy snack. It will feature media appearances and interviews from Robards and Sciacca, a campaign video and imagery to be shared via social media and retail activities from Coles and Woolworths.