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.
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
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…
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
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
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!
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?
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.
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
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