Fyffes

Decommoditising a curvy, yellow commodity people stopped thinking twice about.

Brief
With the rise of discount supermarkets and own-brands, Fyffes was losing out in the fresh food aisle. A once iconic, global Irish brand, they needed a campaign to convince shoppers to choose Fyffes over their generic competitors.

Challenge
We knew our target audience - busy mums - cared about giving their family and themselves the best, but this wasn’t reflected in their purchases. We needed to set Fyffes apart in their minds through strong messaging and distinctive brand communications that convinced them to naturally reach for Fyffes more often.

Insight
We learned the Fyffes blue label is not just a brand, it’s a quality mark: only their best bananas get the coveted Fyffes sticker. Our insight lay in the product itself: we identified five compelling reasons why Fyffes are literally the best banana you can buy thanks to how they uniquely grow, harvest, ripen and transport their yellow gold. We also noticed people liked to stick Fyffes labels randomly on chairs and under tabletops!

Strategy
We would set out to show that Fyffes are not just better, they’re extraordinary.

Creative
We asked ourselves, ‘What if the Fyffes blue label could transform anything it’s stuck to into something amazing?’ This thought led to ‘The Power of the Blue Label’ platform. The campaign launched with ‘Fyffes Reasons Why’, across outdoor, radio and digital, which established Fyffes’ points of superiority to root consumer preference in clear reasons to believe. That was followed by a social video and social campaign that took ‘the power of the blue label’ into a more humorous and supernatural direction, dramatising how sticking the blue label on anything transforms it into something absolutely extraordinary.