Fyffes campaign goes bananas

Banana seller Fyffes has revealed the success of its new consumer brand Trudi’s after the use of video campaigns and digital signage

Since launching at Coop Norway, Trudi’s® has achieved 8% value growth and 14% volume growth, outperforming total banana category averages. Through James Hall & Co. Ltd, SPAR UK’s primary retailer, wholesaler, and distributor for the North of England, Trudi’s has delivered strong value sales this year versus last year.

Behind Trudi’s success is a comprehensive go-to-market strategy with the new “Little Voices” video campaign including above-the-line advertising in high traffic locations such as train stations, digital storytelling as well as in-store activations at Obs, Coop Mega, Coop Prix and Extra. One of the core brand pillars is the community engagement to reinforce the brand’s dual promise of taste and impact.

Helge Sparsoe, CEO of Fyffes, said: “We brought Trudi’s® to market to fundamentally disrupt the category. The strong early results confirm that our shared-value approach, delivering profit with community impact, is resonating with both retailers and consumers.”