Fruit and fresh produce company Fyffes is introducing a new marketing campaign aimed at informing customers that, despite appearances, not all bananas are the same.
The theme of the campaign which includes radio, out of home, social, digital and trade advertising, will be; ‘The Power of the Blue Label’.
The campaign is based on the five key reasons that consumers should keep in mind when choosing their preferred fruit.
The banana maker says that there is much to how bananas are grown, harvested, ripened and brought to market that affects the condition, quality and taste.
The Power of the Blue Label
Fyffes highlighted a number of situations where this can come into effect, such as during picking, before dispatch, during transit, travel time, and before delivery.
Fyffes said products under its blue label are ensured to have been hand-picked with care, washed twice - again by hand - before they even make it to the transit stage.
During transit, Fyffe’s bananas, which are imported from Central America straight to the Port of Cork, are kept in a state of hibernation throughout the journey, slowing down the ripening process.
Before delivery to retailers, Fyffes bananas are slow-ripened by using modern, temperature-controlled, ripening chambers to ensure they stay fresher for longer.
“The aim of our campaign is to draw consumer attention to the fact that not all bananas are the same,” Fyffes' marketing manager, Emma Hunt-Duffy, said.
“We want to remind shoppers of the important differences to keep in mind when selecting their bananas, and the important attributes that our famous blue label stands for – quality, freshness and taste,” she said.
© 2019 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click sign-up to subscribe to Checkout.
