The Banana Group is an organisation that has proved that, with consistent commitment and funding, consumer consumption of a fruit can be increased on an annual basis.
The last quarter alone has seen the volume of bananas sold in the UK increase by five per cent (TNS 12 weeks ending August 15, 2004), a time when banana sales traditionally show a small dip due to the arrival of the soft-fruit season.
Industry estimates put the 2003 import figures at 760,000 tonnes, equating to an annual consumption increase from 5.5kg to 13kg, for every man, woman and child in the UK, since the formation of the Banana Group in 1984.
Now in its 20th year, the Banana Group is set to deliver another focussed campaign that will influence consumer purchases in the fresh fruit aisles.
Joining forces with national newspaper, The Daily Star, the Banana Group is launching ‘Be A Fit Banana’. This new initiative is a consumer campaign aimed at getting readers and their children to exercise and eat more healthily.
The campaign comprises a week long celebrity-backed editorial series promoting the benefits of eating more fruit, in particular bananas.
Already firmly established as the favourite energy-giving fruit of sports stars, The Daily Star will focus on healthy eating and fitness tips from some of the country’s leading TV celebrities.
David Read, the Banana Group chairman says: “We know that to drive consumption even higher we must continue to give both frequent and less frequent banana purchasers very real reasons, linked to an instant benefit, to increase their weight of purchase.
“We know linking diet and fitness to celebrity endorsement will be such a driver in achieving this.”
The campaign, due to break at the end of October, will deliver its energy-giving message to over 1.5 million readers, and will potentially include support from retailers to raise the profile of the campaign in-store.
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