CORAL GABLES, Fla. – Fyffes, one of the largest tropical produce importers and distributors, is launching a new advertising campaign that will have Fyffes on everyone’s lips. The campaign, launching in North America, takes aim at showing how easy and simple it is to pronounce Fyffes with a 30-second video and an attention-grabbing visual.
While Fyffes has a strong brand recognition in Europe since its founding over 130 years ago, the Fyffes name has only become familiar in the US and Canada over the last few years and many people are still wondering if they are saying the brand name the right way.
“We recognized that many people wonder how to pronounce our brand name. We’ve heard it in so many unique ways.” Marion Tabard said, vice president of marketing for Fyffes in North America. “We wanted to take this wonder and curiosity around our brand name to create a playful and innovative campaign that will have people saying the Fyffes name the right way.”
Founded by Edward Wathen Fyffe, the company’s inception was marked by the first shipment of two banana bunches from the Canary Islands to London in 1888. Since then, Fyffes has welcomed many unique milestones, including being the first company to label its fruit in 1929. Over the years, the Fyffes Blue Label has become a symbol of quality consumers know they can trust.
The campaign’s launch coincides with the Produce Marketing Association’s Fresh Summit where Fyffes will reveal the campaign to attendees who visit the info desk and the Fyffes booth. Fyffes will also be rolling out print and digital ads and a new social media campaign in the coming months.
“The campaign shows how easy and simple it is to pronounce Fyffes” said Tabard. “In a playful way, we’re showing to the retail community and consumers that Fyffes bananas are not only easy to eat, but also easy to pronounce.”
Fyffes is one of the largest and oldest tropical produce importers and distributors. With an infrastructure that reaches across the globe, Fyffes is truly an international player, involved in the production, procurement, shipping, ripening, distribution and marketing of bananas, pineapples, melons and more recently mushrooms. Since 1888, Fyffes has been committed to bringing the world the highest quality products, inspiring people to feel excitement about our brands and making a positive difference for our growers and farmers, our customers and the environment. Today, Fyffes is the largest importer of bananas in Europe and the No. 1 importer of off-shore melons in North America. In addition to tropical fruit, Fyffes is the third largest producer of mushrooms in North America. Discover more at Fyffes.com.