Australian Banana Industry launches new integrated campaign via Elevencom, Sydney

The Australian Banana Industry has launched a new three year marketing strategy to encourage Aussies nationwide to ditch unhealthy processed food and drinks and go for ‘Nature’s Energy Snack’ instead.

The campaign, via Elevencom, Sydney, focuses on the message of ‘longer lasting energy’ and includes a raft of new television advertisements across major subscription and free-to-air and digital channels, outdoor posters, a comprehensive digital and radio push, plus significant investment in social media channels via  Elevencom.

Kicking off today -19 August – the new commercials are a sequel of the ‘Make Your Body Sing’ television ads comparing ‘no-nos’ to ‘na-nas’ targeting 18-39 year old Australians.

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Says David Weisz, Australian Bananas marketing manager: “The ‘no-nos’ versus ‘na-nas’ idea is already widely known amongst our target audience, but the new campaign aims to embed it further into the Australian vernacular by extending it to other media.”

A nationwide billboard campaign on buses and trams around the country will drive home this message targeting people travelling to and from work. All in-lift, digital and radio ads are time-targeted to prompt people to think about bananas at key snacking times, mid-morning and mid-afternoon.

Says Weisz: “We will also continue to drive conversations on social media including the Australian Bananas Facebook page which has a strong liker base of more than 50,000 and reached over 13 million people over the last 12 months.”

Weisz said the strategy aims to tackle naughty snacks head-on by reinforcing the banana as the perfect alternative to highly-processed snacks and educating consumers on its health benefits.

“The brand has always been at the forefront of promoting healthy snacking for many years so we’ve teamed with NRL fullback and banana lover, Billy Slater, to encourage our young Aussies to eat right.”

Slater, who hails from banana-growing region Innisfail, will front ‘Play of the Day’, a national competition on Channel Nine’s Footy Show encouraging kids to get fit and healthy through Rugby League and Australian Bananas.

Slater said that as a father himself, he knows how important it is to encourage healthy lifestyles at a young age and as part of the promotion, he will be providing the winner and their footy team with a private two-hour coaching session.

Says Slater: “Unlike all the processed snacks out there that give you a quick hit, the natural energy of bananas lasts and lasts. That’s why they are the perfect food to have before sport to give you constant energy while you compete.

“I’m really excited to bring three important things together, footy, Aussie kids and of course Australian Bananas.”

For more information, visit the website.

Client:  Australian Bananas

Media: Ikon