Banana with Eat Em Like Em Love Em written in the brackground

Source: Fyffes

The campaign will span 488 stores across the length and breadth of the UK and will lead with the tagline ‘Eat ‘em, Like ‘em, Love ‘em’

Fyffes has launched an in-store brand activation campaign for bananas and pineapples across Morrisons’ UK stores.

The campaign will span 488 stores across the length and breadth of the UK and will lead with the tagline ‘Eat ‘em, Like ‘em, Love ‘em’.

The “catchy call to action” aims to highlight the progression from trying the product to becoming brand loyal.

Plays on the tagline – including Snack’em, Bake ‘em, Blend ‘em and Split ‘em – will also be used to encourage shoppers to experiment with bananas and pineapples.

“Morrisons shares a similar history with Fyffes, going from a small family-owned business to become a national retailer in the UK and a well-known, loved and trusted brand,” said John Hopkins, managing director of Fyffes UK. “Morrisons loved our new catchy campaign concept and worked closely with us to create the in-store brand campaign which is bound to capture shoppers’ attention.”

The shopper brand campaign will feature headers, ceiling signs and stripping, as well as an online Fyffes activation.

It also marks a shift for the Fyffes brand as until now Fyffes bananas in Morrisons were supplied under own label.

“We are delighted to collaborate with our long-term supply and grower partner on the launch of Fyffes bananas in store,” said Emma Spencer, senior fruit buyer for Morrisons. “Fyffes is an iconic, heritage brand, and we’re confident it will attract customers to the fixture and inspire them to enjoy more of this healthy, nutritious and convenient fruit.”

Fyffes will also be celebrating Halloween with Morrisons, turning pineapples into seasonal products, encouraging consumers to carve pineapples instead of pumpkins, use the Fyffes pineapple corer and transform the pineapple into healthy Halloween treats.