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 âNatureâs Energy Snackâ instead.
The campaign focuses on the message of âlonger lasting energyâ 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.
Kicking off on 19 August, the new commercials are a sequel of the âMake Your Body Singâ television ads comparing âno-nosâ to âna-nasâ targeting 18-39 year old Australians.
âThe âno-nosâ versus âna-nasâ idea is already widely known amongst our target audience, but the new campaign aims to embed it further into the Australian vernacular by extending it to other media,â said Australian Bananas Marketing Manager, David Weisz.
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.
âWe will also continue to drive conversations on social media including the Australian Bananas Facebook page which has a strong liker base of more than 50,000 and reached over 13 million people over the last 12 monthsâ he said.
Mr Weisz said the strategy aims to tackle naughty snacks head-on by reinforcing the banana as the perfect alternative to highly-processed snacks and educating consumers on its health benefits.
âThe brand has always been at the forefront of promoting healthy snacking Viagra for many years so weâve teamed with NRL fullback and banana lover, Billy Slater, to encourage our young Aussies to eat right,â Weisz said.
Billy, who hails from banana-growing region Innisfail, will front âPlay of the Dayâ, a national competition on Channel Nineâs Footy Show encouraging kids to get fit and healthy through Rugby League and Australian Bananas.
Slater said that as a father himself, he knows how important it is to encourage healthy lifestyles at a young age and as part of the promotion, he will be providing the winner and their footy team with a private two-hour coaching session.
âUnlike all the processed snacks out there that give you a quick hit, the natural energy of bananas lasts and lasts. Thatâs why they are the perfect food to have before sport to give you constant energy while you compete.
âIâm really excited to bring three important things together, footy, Aussie kids and of course Australian Bananas,â Billy said.
More than 90 per cent of local bananas are grown in Queensland, the majority in the high rainfall region in the far north. The industry is now centred around Innisfail and Tully in North Queensland.
Others are grown on the Atherton Tableland, northern New South Wales from around Coffs Harbour to the Tweed River and in south east Queensland as far north as Bundaberg. Small commercial plantations exist in Western Australia around Carnarvon, and close to the Ord River at Kununurra and near Darwin.
Tasty nutritious bananas are now available at local supermarkets and green grocers nationwide. For more information, visit www.australianbananas.com.au.