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Australian Banana Promotions
Presented by David Chenu
Agenda
1. Looking back on the last 21 years
2. How many people have we reached?
3. How has the campaign performed?
4. Latest research and new campaign direction
5. 2015 - 2018. Investing for the future.
Section 1.
Looking back on the last 21 years
The secret to great marketing
• The most powerful campaigns have 2 things in common:
1. They are built on a powerful proposition
2. They are consistently delivered over decades
Mortein’s
Louie the Fly
Launched 1957.
Still running.
Happy little
Vegemites
Launched 1954.
Still running in
2010.
I like
Aeroplane Jelly
Launched 1938.
Still running.
And of course…
Bananas congress presentation slideshare 150615
Bananas congress presentation slideshare 150615
A valuable asset
• Industry has invested in campaign for over two decades
• A highly valuable asset that needs to be protected and
preserved
• Makes every one of our messages more memorable
• Built on a clear foundation that hasn’t changed in 21 years…
Brand essence: Happy Energy
Only bananas can deliver
this unique kind of
energy that literally
makes your body sing!
Original Campaign: 1994 - 2009
Original Campaign: 1994 - 2009
• Established the key brand assets:
• Distincitive ‘na, na, na, na, na, na’ music track
• Joyful, natural, sunny, energetic people
• The tagline: ‘Make those bodies sing’
The real skill of marketing – the 4 Rs
• Refreshing
• Refining
• Remaining relevant
• Resisting temptation to throw baby out with the bath water
2009 – 2012 Campaign
• Carefully built on original campaign foundation to keep selling
bananas to families
• But added another layer to fill a gap in the market: 18 to 39
year olds with no kids
• Kept original assets but created a new set to attract this
younger audience and tackle the multi-billion dollar
snackfood industry head on
2009 – 2012 Campaign
2009 – 2012 Campaign
2009 – 2012 Campaign
2012 – 2015 Campaign
• By 2012, we were growing sales to families and beginning to
close the gap with the 18 to 39 year olds
• New research identified a new opportunity to add another
layer and another benefit to our message:
• longer lasting energy
2012 – 2015 Campaign
Still making bodies sing after 21 years!
Section 2.
Media. How many people
have we reached?
Television total impacts
• 19,875,000
Out of Home total impacts
• 41,213,000
Social Media total Impacts
• 6,772,000
Online (Display & Video) total impacts
• 5,259,000
Radio total impacts
• 9,503,000
Section 3.
How has the campaign performed?
Bananas congress presentation slideshare 150615
Bananas congress presentation slideshare 150615
21.6% volume of total fruit. And growing faster than fruit category. Source: Nielsen
STILL
Source: Edentify Fruit Tracker
Source: Edentify Fruit Tracker
Frequency of snack consumption per year.
< 50 p.a. 50 - 75 p.a. 75 - 100 p.a. 100 - 120 p.a. > 150 p.a.
Protein Shakes
Cherries
Liquid Breakfast
Raspberries
Energy Bars
Energy drinks
Sports drinks
Banana Bread
Oranges
Chips
Lollies
Nectarines
Cakes/Pastries
Muffins
Peaches
Mangoes
Crackers
Sweet Biscuits
Grapes
Strawberries
Ice cream
Muesli Bars
Vegetables
Apples
Nuts/Dried Fruit
Yoghurt
Chocolate
Juice/Smoothies
Cheese Bananas
Australia’s
#1 snack
Source: Added Value Research
Summary
• Our aim 6 years ago was to become Australia’s #1 Snack
• Now we’ve achieved that, where to from here?
• We want to steal more share from the multi-billion dollar
snack food category
• Much bigger opportunity than fruit!
Section 4.
Research and new campaign direction
Added Value Research 2014/15
• In late 2014, we commissioned Added Value Research to
conduct a major research study to identify the next big
growth opportunity for bananas.
• With over 90% all major consumer segments now eating
bananas, the challenge was clear…..
How do we get people to buy and
consume bananas more frequently?
Bananas congress presentation slideshare 150615
Bananas congress presentation slideshare 150615
Share of snacking for bananas and close competitors
Young families and 25-39 year olds eat most snack of all groups
Focus for 2015 – 2018: Who
• We will continue to make our message appropriate for a
broad audience
• But key target audiences with most sales potential:
• Young families - youngest child under 13 years
• 25 – 39 year olds with no kids
Focus for 2015 – 2018: Why
• Energy is most important motivation to eat bananas
• But focus groups highlight that consumers are looking for
different types of energy through the day
• At mid-morning consumers are looking for “purposeful
energy” to stay on top of their day
Focus for 2015 – 2018: Why continued
• BUT they don’t want to break their flow and lose
concentration to recharge their purposeful energy
• Hence they are looking for purposeful energy in a super-
convenient form
• And this is exactly why they love bananas (and why they
would eat more of them)
Focus for 2015 – 2018: What
• Grow consumption frequency
• Steal share from close in competitors in multi-billion dollar
snack food category. In particular:
• Muesli Bars, Nuts & Seeds, Dairy Snacks
Focus for 2015 – 2018: When
• While consumers have a need for purposeful energy at
different times of the day, mid-morning is the key, mid
afternoon big opportunity
• Morning is the natural heartland for bananas
Key insight
• Getting purposeful energy is key to getting the day to fall into
place but no snacks (APART FROM BANANAS) completely
deliver the combination of the right energy (quick acting, slow
release) and real convenience.
Section 5.
2015 – 2018. Investing for the future.
FREQUENCY
Become a
snack food
alternative.
Be the
#1
snack food
PENETRATION
Be the most eaten snack food
(regularity)
1. Continue to make inroads to where we are
underperforming within the snack food
category.
2. Shift ‘medium’ consumers to ‘heavy’
consumers - Increase from 2-3 bananas a week to 3-4
per week (i.e >200 p.a)
FY9-12 FY13-15 FY16 FY17 FY18
So what next?
2016/17
2018/19
The next three years: Be the most eaten snack food
Grow bananas share
of the snack food
category
Increase triggers across the day
& PTP to reinforce TOM
reminders.
Focus on need-state
opportunities (energy) &
barriers (convenience)
TasksKPI
Increased of bananas vs.
Competitors (Nielsen / Added Value)
Increase Spontaneous awareness
(Added Value)
Build on & embed
current consumer
behaviour
Maximise mid morning drivers.
Leverage partnerships to optimise
convenience & access.
Stretch to own the
afternoon occasion
Time specific tactics.
Continue to provide easy access &
convenience via media
partnerships.
Increased frequency of purchase &
AWOP (Nielsen).
Increased usage across week;
Brand health ‘convenience’
Increased frequency of purchase
& AWOP (Nielsen)
Increased frequency of consumption
per week;
Brand health ‘convenience’
2017/18 2018/19
2015/16 Channel Block Plan
CHANNEL JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
TV
VIDEO PRE-ROLLS
CINEMA
ONLINE ADS
MOBILE
SOCIAL
SEARCH
OUT OF HOME
EXPERIENTIAL
Thank you!

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Bananas congress presentation slideshare 150615

  • 2. Agenda 1. Looking back on the last 21 years 2. How many people have we reached? 3. How has the campaign performed? 4. Latest research and new campaign direction 5. 2015 - 2018. Investing for the future.
  • 3. Section 1. Looking back on the last 21 years
  • 4. The secret to great marketing • The most powerful campaigns have 2 things in common: 1. They are built on a powerful proposition 2. They are consistently delivered over decades
  • 5. Mortein’s Louie the Fly Launched 1957. Still running.
  • 7. I like Aeroplane Jelly Launched 1938. Still running.
  • 11. A valuable asset • Industry has invested in campaign for over two decades • A highly valuable asset that needs to be protected and preserved • Makes every one of our messages more memorable • Built on a clear foundation that hasn’t changed in 21 years…
  • 13. Only bananas can deliver this unique kind of energy that literally makes your body sing!
  • 15. Original Campaign: 1994 - 2009 • Established the key brand assets: • Distincitive ‘na, na, na, na, na, na’ music track • Joyful, natural, sunny, energetic people • The tagline: ‘Make those bodies sing’
  • 16. The real skill of marketing – the 4 Rs • Refreshing • Refining • Remaining relevant • Resisting temptation to throw baby out with the bath water
  • 17. 2009 – 2012 Campaign • Carefully built on original campaign foundation to keep selling bananas to families • But added another layer to fill a gap in the market: 18 to 39 year olds with no kids • Kept original assets but created a new set to attract this younger audience and tackle the multi-billion dollar snackfood industry head on
  • 18. 2009 – 2012 Campaign
  • 19. 2009 – 2012 Campaign
  • 20. 2009 – 2012 Campaign
  • 21. 2012 – 2015 Campaign • By 2012, we were growing sales to families and beginning to close the gap with the 18 to 39 year olds • New research identified a new opportunity to add another layer and another benefit to our message: • longer lasting energy
  • 22. 2012 – 2015 Campaign
  • 23. Still making bodies sing after 21 years!
  • 24. Section 2. Media. How many people have we reached?
  • 26. Out of Home total impacts • 41,213,000
  • 27. Social Media total Impacts • 6,772,000
  • 28. Online (Display & Video) total impacts • 5,259,000
  • 30. Section 3. How has the campaign performed?
  • 33. 21.6% volume of total fruit. And growing faster than fruit category. Source: Nielsen STILL
  • 36. Frequency of snack consumption per year. < 50 p.a. 50 - 75 p.a. 75 - 100 p.a. 100 - 120 p.a. > 150 p.a. Protein Shakes Cherries Liquid Breakfast Raspberries Energy Bars Energy drinks Sports drinks Banana Bread Oranges Chips Lollies Nectarines Cakes/Pastries Muffins Peaches Mangoes Crackers Sweet Biscuits Grapes Strawberries Ice cream Muesli Bars Vegetables Apples Nuts/Dried Fruit Yoghurt Chocolate Juice/Smoothies Cheese Bananas Australia’s #1 snack Source: Added Value Research
  • 37. Summary • Our aim 6 years ago was to become Australia’s #1 Snack • Now we’ve achieved that, where to from here? • We want to steal more share from the multi-billion dollar snack food category • Much bigger opportunity than fruit!
  • 38. Section 4. Research and new campaign direction
  • 39. Added Value Research 2014/15 • In late 2014, we commissioned Added Value Research to conduct a major research study to identify the next big growth opportunity for bananas. • With over 90% all major consumer segments now eating bananas, the challenge was clear…..
  • 40. How do we get people to buy and consume bananas more frequently?
  • 43. Share of snacking for bananas and close competitors
  • 44. Young families and 25-39 year olds eat most snack of all groups
  • 45. Focus for 2015 – 2018: Who • We will continue to make our message appropriate for a broad audience • But key target audiences with most sales potential: • Young families - youngest child under 13 years • 25 – 39 year olds with no kids
  • 46. Focus for 2015 – 2018: Why • Energy is most important motivation to eat bananas • But focus groups highlight that consumers are looking for different types of energy through the day • At mid-morning consumers are looking for “purposeful energy” to stay on top of their day
  • 47. Focus for 2015 – 2018: Why continued • BUT they don’t want to break their flow and lose concentration to recharge their purposeful energy • Hence they are looking for purposeful energy in a super- convenient form • And this is exactly why they love bananas (and why they would eat more of them)
  • 48. Focus for 2015 – 2018: What • Grow consumption frequency • Steal share from close in competitors in multi-billion dollar snack food category. In particular: • Muesli Bars, Nuts & Seeds, Dairy Snacks
  • 49. Focus for 2015 – 2018: When • While consumers have a need for purposeful energy at different times of the day, mid-morning is the key, mid afternoon big opportunity • Morning is the natural heartland for bananas
  • 50. Key insight • Getting purposeful energy is key to getting the day to fall into place but no snacks (APART FROM BANANAS) completely deliver the combination of the right energy (quick acting, slow release) and real convenience.
  • 51. Section 5. 2015 – 2018. Investing for the future.
  • 52. FREQUENCY Become a snack food alternative. Be the #1 snack food PENETRATION Be the most eaten snack food (regularity) 1. Continue to make inroads to where we are underperforming within the snack food category. 2. Shift ‘medium’ consumers to ‘heavy’ consumers - Increase from 2-3 bananas a week to 3-4 per week (i.e >200 p.a) FY9-12 FY13-15 FY16 FY17 FY18 So what next?
  • 53. 2016/17 2018/19 The next three years: Be the most eaten snack food Grow bananas share of the snack food category Increase triggers across the day & PTP to reinforce TOM reminders. Focus on need-state opportunities (energy) & barriers (convenience) TasksKPI Increased of bananas vs. Competitors (Nielsen / Added Value) Increase Spontaneous awareness (Added Value) Build on & embed current consumer behaviour Maximise mid morning drivers. Leverage partnerships to optimise convenience & access. Stretch to own the afternoon occasion Time specific tactics. Continue to provide easy access & convenience via media partnerships. Increased frequency of purchase & AWOP (Nielsen). Increased usage across week; Brand health ‘convenience’ Increased frequency of purchase & AWOP (Nielsen) Increased frequency of consumption per week; Brand health ‘convenience’ 2017/18 2018/19
  • 54. 2015/16 Channel Block Plan CHANNEL JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TV VIDEO PRE-ROLLS CINEMA ONLINE ADS MOBILE SOCIAL SEARCH OUT OF HOME EXPERIENTIAL