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"The French banana represents 5% of the French market"

New communication campaign for French bananas

Starting on October 21st for 3 weeks, the Banana of Guadeloupe and Martinique is back on French television and in the Paris metro.

Visual of the in-store campaign

On television
From October 21st to November 3rd, the French banana, with its blue-white-red ribbon, sponsored Télématin (6.30am to 9.30am, 7 days a week) and Affaires conclues (4.30pm and 5.30pm, Monday to Friday) on France 2 TV channel. These two programs were chosen in order to reach a wide audience at key times when bananas are consumed: breakfast and afternoon tea. Last spring, Télématin had already been chosen. The same 4 and 8-second ads were shown again.

"The French banana represents 5% of the French market. Sponsorship on French television channels gives this flagship product national exposure. It also raises awareness among consumers about our 10 ripening plants," explains Pierre Monteux, managing director of UGPBAN FRUIDOR.

Poster in the Paris metro

At the entrances to the Paris metro
From November 7th to 13th, the "well grown, tasty, French" campaign will be displayed at 490 metro entrances in Paris and the Ile-de-France region, reaching 65 million people in 1 week. This is an opportunity for the Banana of Guadeloupe and Martinique to highlight its recent title of Favourite Brand of the French (Opinion Way survey from August 24th, involving 1,014 people aged 18 and over).

The campaign has been promoted in the stores since mid-October.

For more information:
bananeguadeloupemartinique.com

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