Repositioning a family favourite

Situation:
Banana consumption was stalling. Focus on families and reinforcement of mum’s role meant bananas were undercapitalising on other key market segments.

Solution:
Reposition bananas as a healthy ‘quick fix’ to  younger adult ‘snackers’ in a personally relevant way.

Results to date:
New campaign launched in mid 2009. Year on year gains (09 vs. 08) already evident in ad awareness, recent purchasing and purchase intention.