‘Only a superfood gives you superpower’.
That’s the theme chosen by Irish fruit importers Fyffes to front a new multi-discipline campaign the aim of which is to draw consumer attention to the many health benefits a banana provides.
Now breaking, the campaign will have a strong presence on radio, outdoor, social media, digital and trade advertising.
Visually, the message is illustrated by a hand pictured holding a banana as it punches its way through a backdrop in a way that joins the ‘superfood’ and ‘superpower’ message.
The concept behind the creative is to build on the brand’s successful ‘Power of the Blue Label’ campaign whose core message was to inform consumers that, despite appearances, not all bananas are the same.
Overseeing its implementation, Fyffes marketing manager, Emma Hunt-Duffy says: “our focus is to highlight the nutritional qualities of bananas. Rich in potassium and vitamins, the health benefits found in bananas also come from their slow release energy, giving an extra boost to those with busy and active lifestyles”.