To brand and create an awareness about the benefits of organic bananas which ofcourse were twice the cost of ordinary bananas.
To educate and inform the mass base of consumers that the regular bananas they have been eating for ages are ripended using carcinogenic substances.
The Route: Seed phase
Sting operations with the help of media were carried out to expose the hazardous practice at local banana wholesellers in ripening. Front page stories appeared in dailies on these sting operations. Public Relations were used in educating masses by publising articles in magazines and dailies. The curiosity and awareness was created. Questions followed…
A series of informative print ads containing provocative headlines in the were created targeting housewives and the health conscious young adults.
The aim to create a connect to the awareness that had been generated was achieved.
The supermarkets were convinced to merchandise it.
People knew where the safe and healthy ‘Golden Bananas were available.
Sampling and interesting POS ideas were implemented to complete the awareness and get the consumer acquainted to the taste and health aspects.
The brand within 3 years became a household name available even at the nearest fruitwala.
Other banana planters have managed to enter with similar products unsuccesfully claiming their bananas are also Golden!