Fyffes, the world’s first-ever fruit label, has launched a brand awareness campaign designed to put bananas in the Irish spotlight, it says.
Under the call to action “Eat ‘em, like ‘em, love ‘em!”, the campaign launches today (8 September) in Ireland, with as yet undisclosed plans to launch elsewhere planned for the remainder of the year and into 2026. Launching with a mix of social, radio, outdoor, bus and POS, the roll-out reaffirms Fyffes’ position as one of Ireland’s most iconic food names.
Speaking about the campaign, Raquel Rotberg, global marketing manager, said: “Fyffes isn’t just well known and loved across Ireland, it’s a trailblazer.
“For over 130 years, we’ve been shaping consumer trust in fruit, and with this new campaign we’re showing the world that, while rooted in history, our brand is playful, innovative and ready to delight new generations.”
The campaign has been designed to give light-hearted relief from the daily scroll of noise, doom and gloom. It features Fyffes bananas being enjoyed in unusual set-ups against the backdrop of well-known Irish landmarks such as Dublin’s Poolbeg chimneys and Samuel Beckett Bridge.
“Fyffes is about more than bananas. It’s about joy, nostalgia and a little mischief,” adds Emma Hunt-Duffy, head of marketing for Ireland. “It’s our way of putting Fyffes front and centre, bringing levity into a serious world and reminding people why they’ve always loved our brand and our fruit.”
No comments yet