The new communication campaign for bananas from the French West Indian islands of Guadeloupe and Martinique has just been launched in France, according to Végétable.
Entitled 'La Banane de Guadeloupe & Martinique, produit de notre terroir', the campaign from UGPBAN (the union of banana grower associations) focuses on the Frenchness of the bananas, at a time when consumers are increasingly favouring domestic and local products.
This month, marketing plans include a poster campaign and advertisements in both the trade and consumer press.
The new poster campaign depicts a solitary banana tree in the French countryside, alongside taglines such as 'Proud of its origin', 'The fruit of a unique land' and 'The great taste of our regions'.
The image of a banana tree in a French vineyard, as well as in a field in Normandy, also serves to liken French West Indian bananas to other French specialties.
