Fyffes and Morrisons today (Monday, 13th October) announced a major in-store brand activation campaign for bananas and pineapples in 488 stores across the length and breadth of the UK.
Leading with the tagline ‘Eat ’em, Like ’em, Love ’em’, the shopper campaign leverages the catchy call to action and highlights the progression from trying the product to becoming brand loyal.
Further plays on the tagline such as ‘Snack ’em, Bake ’em, Blend ’em, Split ’em’ will encourage shoppers to experiment with bananas and pineapples while ‘sharing comes naturally’ celebrates those moments when food and mood get together.
Speaking about the partnership, John Hopkins, managing director of Fyffes UK said: “We’re thrilled to partner with Morrisons on this Fyffes brand activation. Morrisons share a similar history with Fyffes, going from a small family-owned business to become a national retailer in the UK and a well-known, loved and trusted brand.
Morrisons loved our new catchy campaign concept and worked closely with us to create the in-store brand campaign which is bound to capture shopper’s attention. Special thanks also to Morrisons Media Group for pulling out all the stops to bring it to life.”
Emma Spencer, senior fruit buyer for Morrisons said: “We are delighted to collaborate with our long-term supply and grower partner on the launch of Fyffes bananas in store. Fyffes is an iconic, 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.”
The shopper brand campaign will feature headers, ceiling signs and stripping as well as online Fyffes activation. Up until now, Fyffes bananas in Morrisons were supplied under own label. This brand activation marks a significant milestone for the Fyffes blue label brand in the UK and reinforces that Fyffes are the UK’s favourite banana (Source: 2023 IPSOS research).
As well as the ‘Eat ‘em, Like ‘em, Love ‘em’ campaign, Fyffes is celebrating Halloween with Morrisons, turning pineapples into creative and fun seasonal products, encouraging consumers to carve pineapples instead of pumpkins, use the Fyffes pineapple corer and transform the pineapple into healthy Halloween treats such as smoothies, skewers or tropical punch, making the Halloween celebration more creative and sustainable.
Fyffes has further plans to activate the ‘Eat em, Like ‘em, Love ‘em’ campaign across the UK with more details to be revealed in due course.
