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 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.
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. 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.
Click on the image below to play the 30 second video in YouTube (HD)
The Energy Snack campaign was developed at Elevencom by Ryan Fallowfield, John McLachlan and Jono McCauley working with Horticulture Australia marketing manager David Weisz.
Music is by Tony Buchen. Media was handled by Ikon.