The new poster campaign for the bananas of Guadeloupe and Martinique meets “French consumer preferences.” These are the findings of a study carried out by the CSA Institute in June 2023 for the Union of Banana Producers of Guadeloupe and Martinique (UGPBAN). 1,010 people (18 years and older) were asked about their motivations for buying bananas from Guadeloupe and Martinique. The origin was the primary reason for 63% of the participants, while 43% selected French bananas for their taste.
“The study also confirms that bananas from Guadeloupe and Martinique remain the favorite banana of the French. 88% of French people know the banana's origin or brand, and value its good taste (97%), its French origin (96%) and the fact that it contributes to the development of the local economy (95%),” according to UGPBAN.
Origin and taste: the focus of the new poster campaign
This new poster campaign, created by the Brainsonic agency, will therefore focus on two criteria: origin and taste. The two posters highlight the biodiversity of banana plantations in Guadeloupe and Martinique, with the tagline: “Cultivated well and tasty: a true French banana!”
More than 100 million contacts are estimated for this new campaign. In Paris, posters will be displayed at the entrances of over 200 metro stations for 1 week from September 28th. In Lille, Nantes, Lyon, Bordeaux and Marseille, 2m² posters will be displayed in city centers and near French banana ripening facilities for 1 week from October 9th. The campaign will also be promoted on social networks and in the stores.
Another novelty for French bananas this year is that plastic trays will gradually be replaced by cardboard packaging: “100% recyclable and in the colors of France's favorite banana!”
For more information:
Banane de Guadeloupe et Martinique
bananeguadeloupemartinique.com