The Banana Group is celebrating its 20th year with another raft of PR and promotional activities around the UK.
Banana consumption has risen from 5.5kg to 13kg per capita in the UK during the existence of the group.
Lindsay Morgan of Beechey Morgan, the Banana Group’s agency, said: “It is the repetition of one simple consumer ‘call to action’ that has put bananas in pole position as one of the largest selling products in any supermarket. That message is ‘bananas give you instant and sustained energy’ - something that is encapsulated with our ‘Bananergy’ logo.”
Work is underway to deliver another burst of promotional activity in 2004, including a major campaign designed to address the government’s growing concern about the health of the nation. With a national media partner - yet to be named - a promotion tackling healthy eating and fitness will be launched nationwide under the banner - Get Fit With Bananas.
Banana Group chairman David Read said: “The campaign is very timely, especially as bananas face increased competition from other products. Last year, helped by an excellent summer, our retailer barbecue campaign helped increase sales by nearly three per cent over the summer months and we fully expect this year’s campaign to mirror this.
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