THE CHALLENGE
New client HAL laid down a significant challenge with Australian Bananas : take on the snack food industry. We went head-to-head with the snack food giants to break into the snacking repertoire of young Australians whose consumption of Bananas was in rapid decline.
THE SOLUTION
Bananas are nature’s original energy fix. Packaged neatly from God, not a production line. We wanted to pit our significant and obvious health credentials against the lesser pre packaged goods in the energy space. Is it a No No or a Na Na was born.
Data insight drove us to a younger audience, who’s on the go life style and social influence demanded their bodies sing. Dance was a cultural phenomenon and the best demonstration of a body singing. Pure natural energy.
A mutually beneficial partnership with So You Think You Can Dance connected banana’s happy energy with the dance genre. Seamless content integration delivered the perfect comparison point of banana’s happy energy against lesser manufactured energy sources and indeed dance moves.
THE RESULTS
We changed how youth think about Bananas (+10% agreeing bananas are preferred energy snack). We got more of them purchasing Bananas (+11% in shopper penetration). We got them purchasing more frequently (average occasions per buyer up 7.9%).
