Being the world’s oldest fruit brand is one thing, remaining relevant is quite another. Fyffes presents its new “Discover More” campaign, designed to reach out to today’s consumers. Using a new website and extensive social media programme in the core markets of UK, Ireland, Germany and the Netherlands, the goal is to inspire consumers to think again about the fruit they’re eating. Studies have shown that many consumers tend to take tropical fruit for granted (bananas in particular) but by focusing on the provenance, the authenticity and the consumer interaction, Fyffes will be encouraging consumers to rediscover their love of great tasting fruit.
Visibility in key consumer touch points
“Our new website and social media platforms are crucial touch points through which we want to enable a dialogue with our consumers and invite them on a journey of discovery” says Paul Barrett, Brand Manager at Fyffes. Within a few days of the launch of the UK Facebook page, Fyffes had already reached a six-figure user number. And that growth is being maintained through exciting tropical insights and appealing prize competitions. The new Fyffes website also offers a journey, using effective visualisations to showcase the people behind Fyffes fruit. And whether the story is about the fruit’s journey from the tropics to Europe, the introduction of CSR projects aimed at improving the living standards of farmers and their communities, or a tasty recipe, the world of tropical fruit is revealed to be as diverse as the fruit itself. “Ultimately – through the heightened engagement and interaction – we’ll inspire our target groups to seek out Fyffes branded fruit”, Paul Barrett adds. And to encourage consumers to reconnect with Fyffes fruit (bananas in particular) communications will impact existing fruit eating habits and motivate consumers to experiment with new varieties and usage occasions.
To bring this to life offline, Fyffes will be talking to retailers about tailor-made promotions and POS support to suit their environment and customer dynamic. The objective – benefits for retailer, shopper, supplier and grower.
“Fyffes. Discover More.” arouses curiosity, activates consumers
The “Fyffes. Discover More.” campaign gives voice to an ambition to change the way the world sees bananas, to provide opportunities to add value and to unlock the category’s growth potential. Comprehensive studies carried out by Fyffes have shown that bananas are still of the highest relevance for an enormously wide spectrum of consumers. Whether as fuel for athletes, a healthy snack for children, or a culinary experience, the beauty of the banana is more than skin deep! “Discover More” drives curiosity and rewards the modern day explorer by raising the emotional value of the fruit. Because provenance and authenticity is important for many consumers, Fyffes is highlighting its decades-long partnerships with farmers and their communities. In this way “Fyffes. Discover More.” can provide a solid anchor while simultaneously emotionalising and personalising tropical fruits – by connecting those who eat the fruit with those who grow and distribute it.
For more information, please visit www.fyffes.com.