THE FRENCH BANANE

The Guadeloupe and Martinique Banana Producers’ Union (UGPBAN), which hosts 550 banana producers from the two French islands, is unveiling its new communication campaign to promote French bananas destined for the mainland.

As part of its “French banana” brand platform launched one year ago with Brainsonic, UGPBAN is positioning the banana as a French-origin product and a symbol of national pride for those living on the mainland, while having fun with caricatures of Metropolitan France.

The message of this one-off campaign is to emphasise the French origin of bananas from Guadeloupe and Martinique. Exotic plants and iridescent colours are all shown the door. Instead, the iconic, modern yellow of the poster campaign’s star fruit is shown in monochrome, with illustrations that poke fun at the French. This was all put together by the creatives at Brainsonic.

As Guadeloupe and Martinique are far from Metropolitan area of France, UGPBAN and Brainsonic wanted to remind French people that these two islands are entirely part of France and its heritage.

The posters were on show in Paris (Metro entrances / 4x3 and bus shelters) and in several French cities from 9-24 May 2022. The campaign will be repeated in October across the networks of Extérion, JC Decaux and Clear Channel.

“By grounding this campaign in a light-hearted “Frenchness” that gives pride of place to the banana, while subtly evoking French symbols, we are elevating the banana to the same level as other products that inspire great national pride, such as cheese, wine, or even the famous baguette... The idea is that bananas from Guadeloupe and Martinique are 100% part of the French heritage,” explains Alban Pénicaut, Creative Director of Brainsonic.