Fyffes and Morrisons have announced a joint in-store campaign for bananas and pineapples, running in 488 Morrisons outlets across the UK. The initiative, titled "Eat 'em, Like 'em, Love 'em," is designed to encourage consumers to try and explore different ways of enjoying the two fruits.
The campaign features variations on the theme, including "Snack 'em, Bake 'em, Blend 'em, Split 'em," to promote versatile uses for bananas and pineapples. Another tagline, "Sharing comes naturally," highlights the social and everyday appeal of fruit consumption.
According to John Hopkins, Managing Director of Fyffes UK, the collaboration builds on a long-standing supplier relationship between the two companies. "Morrisons shares a similar history with Fyffes, going from a small family-owned business to become a national retailer in the UK," he said. "Morrisons loved our new campaign concept and worked closely with us to create the in-store brand campaign, which is bound to capture shoppers' attention."
Emma Spencer, Senior Fruit Buyer for Morrisons, said the retailer is looking forward to introducing the branded bananas in-store. "We are delighted to collaborate with our long-term supply and grower partner on the launch of Fyffes bananas in-store. Fyffes is a heritage brand, and we're confident it will attract customers to the fixture and inspire them to enjoy more of this healthy, nutritious, and convenient fruit," she said.
The campaign includes in-store materials such as headers, ceiling signs, and aisle stripping, as well as an online component. Previously, Fyffes supplied bananas to Morrisons under the retailer's own label. This new activation marks the first time Fyffes' branded bananas will be promoted in Morrisons stores.
As part of seasonal promotions, Fyffes is also working with Morrisons on an Autumn-themed activity encouraging shoppers to carve pineapples instead of pumpkins and use the fruit in smoothies, skewers, or other recipes. The company said additional details on the wider rollout of the "Eat 'em, Like 'em, Love 'em" campaign will be announced later.
For more information:
Sarah Hegarty
Fyffes
Tel: +44 1256 383 200
Email: [email protected]
www.fyffes.com
Morrisons
Email: [email protected]
