The brief

In the most commoditised of all FMCG categories, we were asked to reposition a century old banana brand to grow market share in Europe and launch it into the crowded US market.

Our approach

We focused on re-engaging with an indifferent retail audience by reigniting consumer passion for the humble banana celebrating the incredible journey bananas go on as well as the communities who grow them under the banner ‘Discover More’.

Using an omni-channel media approach across packaging, POS, TV, print, OOH and social media, we brought consistency of creative to every touchpoint including internal comms to inspire employees. This was carried through to an award winning launch of the brand into the US market.