Fyffes is launching a new advertising campaign that it says will have Fyffes on everyone’s lips. The campaign, launching in North America, takes aim at showing how to pronounce Fyffes with a 30-second video and an attention-grabbing visual.
Fyffes states that while it has strong brand recognition in Europe, the Fyffes name has only become familiar in the US and Canada over the last few years and many people are still wondering if they are saying the brand name the right way.
“We recognized that many people wonder how to pronounce our brand name. We’ve heard it in so many unique ways.” Marion Tabard said, vice president of marketing for Fyffes in North America. “We wanted to take this wonder and curiosity around our brand name to create a playful and innovative campaign that will have people saying the Fyffes name the right way.”
Founded by Edward Wathen Fyffe, the company’s inception was marked by the first shipment of two banana bunches from the Canary Islands to London in 1888. Since then, Fyffes says it has welcomed many unique milestones, including being the first company to label its fruit in 1929.
The campaign’s launch coincides with the Produce Marketing Association’s Fresh Summit where Fyffes will reveal the campaign to attendees who visit the info desk and the company's booth (2167). Fyffes will also be rolling out print and digital ads and a new social media campaign in the coming months.
“The campaign shows how easy and simple it is to pronounce Fyffes” said Tabard. “In a playful way, we’re showing to the retail community and consumers that Fyffes bananas are not only easy to eat, but also easy to pronounce.”