Banane de Guadeloupe et Martinique
French (Overseas Territories) Banana Producers
France is no place for banana trees...but they do grow bananas.
The French Banana Producer Federation (who actually produce France's bananas on 2 French islands in the Carribean) came to us with this challenge :
How can we drive preference for the French banana brand to support market share? At the end of the day, they are more expensive, and taste exactly the same. We decided to tap into people's desire to buy local. The campaign idea takes an unexpected twist by positioning bananas as traditional French agriculture. Something you might find in your back garden, or the field next door... Which you don't.
Through juxtaposing visuals we created an integrated campaign, including sponsorship, outdoor and press
I've led this account for 5 years.
Translation : Proud of her french origin
Signature Translation : The great taste of our countryside
Translation : The result of unique local soil
Signature Translation : The great taste of our countryside
Year 2 campaign: "Clichés"
France is full of clichés: every French region has its own traditional costume and customs
The idea was to continue positionning the French Banana as part of our rural and local identity, using the traditionnal stereotypical symbols of each region.
Year 3 campaign: "Made in France"
The client decided to package premium bundles of 3 to 5 bananas together, that would be sold at a higher cost...
We built a different (but very French!) identity for these premium bananas, and invented the "Haute Culture Francaise".
A nod to the excellence and craftsmanship of French high fashion "Haute Couture".
