New ‘energy food’ rebranding for bananas will tackle processed energy-foods

Posted by AFN Staff Writers on 15th October 2012

The Australian banana industry is gearing up for a new campaign that aims to transform the humble banana into Australia’s number one ‘energy food’ within three years. The multi-platform campaign promotes bananas as ‘nature’s energy snack’, ahead of processed food and drinks. The campaign will run through television, radio, print and social media advertising.

The new campaign targets ‘no nos’ such as processed food and drinks that promote energy, compared with ‘na nas’ – the natural Australian version that claims longer lasting energy levels.

The new banana campaign targets 18 – 39 years olds, and coincides with recent moves by governments and health groups against high levels of added salt and sugar found in many processed foods.

The Australian Bananas marketing manager, David Weisz, said that conversations by the banana industry would continue to be driven through its successful Facebook page, that has already reached 13 Million people in 12 months.

Alongside promotion through print, social media, radio and television – Australian Bananas will also team up with National Rugby League (NRL) player Billy Slater to promote healthy eating and fitness through “Play of the Day,” a competition running on the The Footy Show.

“The brand has always been at the forefront of promoting healthy snacking for many years so we’ve teamed with NRL fullback and banana lover, Billy Slater, to encourage young Aussies to eat right,” Mr Weisz said.

Bananas are already Australia’s number one selling fruit and are among the top ten supermarket lines sold in Australia. The banana industry is also seeking to promote various nutrient or health-related claims such as the claim of bananas providing sustainable energy levels. As reported by scientific findings, bananas have also been found to have high levels of antioxidants, high levels in vitamin B6 and C, cancer-fighting properties, help to maintain healthy blood pressure, contain high levels of fibre, are low in fat, and have been reported to reduce asthma.