Banana sales in the UK rose by an incredible 25 per cent in January as the Banana Group embarked on a month-long joint initiative with the Sun newspaper.
The uplift was the direct result of 25 pages of editorial coverage of the banana diet, said the Banana Group, and a further boost is expected in the next six-weeks during which a direct marketing campaign is being carried out, again with the Sun.
The success adds more fuel to the argument that banana sales are not price sensitive. It was not linked to price promotion but focused on the simple message that has brought the banana industry so much success in the last 19 years – that bananas give you energy and are an important part of a healthy diet.
Sales rose by 3.4 per cent in both volume and value last year, reaching almost 750,000 tonnes and returning to the growth curve that had suffered its first blip in years in 2001. However, the increase was not down to price-cutting measures. 'There was no significant upturn in banana sales after the price dropped from 49p a lb to 39p a lb,' said Dickon Poole of JP Fruit.
Banana Group figures continue to illustrate that it is largely the power of its media presence that drives sales forward. The dramatic effect in January even surprised Lindsay Morgan of BMA Communications, the marketing arm of the united banana industry. 'Even when you are involved with the media, you can still be blown away by what can happen sometimes,' she said. 'It is amazing how initiatives like this can suddenly capture the imagination.' This year has therefore begun with a huge boost. The Sun has 3.2 million readers a day and coverage in its pages has led to knock-on coverage in competitor newspapers and on television.
The banana industry is on something of a roll at the moment after generating enormous coverage for its 100th anniversary celebrations last year. Additionally, on the back of the annual blanket banana coverage at Wimbledon which gives the fruit massive exposure during its low sales period, a one-week GMTV Get up and Give tour of five UK cities reached 7m viewers for 14 minutes each day. Combined, the coverage assisted an 8.8 per cent summer uplift in retail sales in 2002.
Overall, coverage is said to have extended to 614m consumers in 2002, with an opportunity to see a figure 10 times higher.
The 12-month advertising spend required to achieve this level of exposure would be £5m. The Banana Group has invested £7m in its activities since 1983.
The banana industry will never tire of the statistic that banana sales have increased by 150 per cent since the Banana Group was established. The entire fruit category has expanded by just 15 per cent in the same timeframe.
This year's national campaign will feature the search for Women of Vitality in the UK. 'Through women's magazines, the intention is to find women who have achieved their goals against all odds,' said Morgan. 'Through this we will represent the energy and drive of the banana and continue with our central Bananergy message.' Chairman of the group, David Read, said there is no reason to doubt there will be a significant sales rise again this year. 'Watch this space,' he said. 'We will generate even more banana tonneage as a direct result of these activities. There is plenty of room for growth.'
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