The recognizable Plátano de Canarias label, which has identified the fruit for decades, is now used to pay tribute to consumers who choose it. The brand’s new campaign once again praises the characteristics that make Plátano de Canarias unique to promote fruit consumption and healthy eating habits.
It has been designed by the Dentsu Creative agency and is articulated under the claim “You are like a Canary Islands Banana”. The concept establishes a parallel between the values that identify the fruit – unique, good, sweet, inimitable – and the authenticity of people, thereby building a direct emotional link with the product that is consumed.
The sticker, a visual brand asset that recalls the Spanish origin of the fruit and its status as a Protected Geographical Indication (PGI), plays a key role. Thus, the pieces, produced by Garage Films, show the protagonists proudly wearing the labels, converted into a symbol of originality.
The narrative maintains the brand’s characteristic humor, and presents, on the one hand, a teenager whose girlfriend has awarded him the badge for being as good as a Canary Islands Banana; and on the other, a father who unashamedly wears the sticker as a reward for being a father as unique as the fruit.
Both pieces have the long-standing motto “El Sabor de lo Nuestro”, which for decades has highlighted the health benefits of Canarian fruit, as well as its higher quality and sustainability compared to other alternatives.
The Plátano de Canarias campaign establishes a two-level narrative, in such a way that on the one hand it focuses on the attributes of the product and the role of the fruit in the daily diet, and on the other, it builds an emotional discourse that recognizes the identity and values that make us unique, both individually as consumers, and in general as a Spanish society.
“You’re like a Banana from the Canary Islands” is part of the “Proper Diet 2 – Eat European Fruit” program, developed by the Association of Banana Producer Organizations of the Canary Islands (ASPROCAN) and focused on improving eating habits in the Spanish population through the consumption of fresh fruit of European origin.
It will be carried out over the next 3 years with the focus on strengthening the link between the consumer and the agricultural products of the European Union, in a context of growth in the consumption of fruit from third countries by price. Co-financed by the European Union, it will also highlight the productive and socioeconomic model that supports them.
This new campaign constitutes the first wave of communication for the program and will feature executions on television, radio and digital media throughout the spring and summer. “Proper Diet 2” also has the collaboration of the AGR Food agency for other advertising, promotional and informative actions in different media.
