Produce group Fyffes is launching a campaign in Germany to promote its Fyffes Bio Organic banana.
The national trade promotion is focused on authenticity and sustainability, under the “Out into nature!” tagline, which will offer themed competition prizes such as a vacation in a tree house.
“Our new promotion should naturally promote sales, but above all, it should clarify for customers what our premium brand stands for – responsibility for man and nature,” said Fyffes business development manager for Continental Europe Michaela Schneider.
According to Fyffes, all of its organic bananas meet the requirements for German organic certification and it has worked for a number of years with GlobalGap, a body that sets voluntary standards to minimise the detrimental environmental impacts of farming operations, adding that it is the importer with the world’s highest rate of GlobalGap certified production farmers.
Fyffes said the promotional plan can be tailored for the needs of trade partners and offers innovative decoration kits for primary displace in addition to impulse-friendly secondary displays. The campaign will also offer trade ads and additional lifestyle media coverage.