Gone bananas
The latest organisation to weigh in on the anti-obesity fight is the Australian banana industry. According to a report in The Australian on Monday, the banana industry is worth $720 million, and is set to throw a fair amount of schtick – $3 million in TVC alone – at the issue of obesity in Australia.
The campaign, which will build on the long-running “Make those bodies sign” slogan, comes as the snackfood and advertising industries await the outcome of the National Preventative Health Taskforce’s recommendations for addressing obesity and other health issues – a rather pre-emptive, strategic move, wouldn’t you say?
The pointy end of the banana will be directed at confectionary and processed snack manufacturers. The campaign developers and creators believe that it’s about time the unhealthy snack ‘big boys’ were scrutinised for adding to the obesity epidemic.
Further to the TVC going live next month, the campaign will also include internet widgets, outdoor advertising, radio and in-store signage, plays on the fruit’s nickname “na-nas”, and unhealthy snackfood “no-nos”.
The campaign was developed by David Chenu, a former marketer of red meat at Meat & Livestock Australia and now domestic marketing manager for Horticulture Australia. Mr Chenu’s aim is to “make Australian bananas the number one snack of choice by 2015.”
The retail agency, Eleven Communications, is responsible for creating the campaign.
