This is for you, banana lovers
If you're like me and can't go a day without eating a banana,
you might have noticed a sticker on your (Dole) fruit promoting Go
Bananas After Dark™ this past summer. Created by Dole, the Go Bananas After
Dark™ program was designed to encourage consumers to continue to
enjoy bananas even after the sun goes down.
The concept emerged early this year from an interesting study
that showed 95% of American households buy bananas, and most of the
fruit is eaten early in the day. The Go Bananas After Dark™
campaign kicked off in early June and offered the country's
millions of banana fans especially me, exciting new ways to enjoy
the fruit for dinner and dessert.
The program included radio advertising, PR, online and social
media in an effort to get consumers to step outside the box and try
new things with the fruit. The Go Bananas After Dark™ website
launched and was constantly being updated with cool new recipes and
tips. More specifically, the site featured a recipe library
featuring some of my personal favorites including grilled banana
s'mores, island kabobs with tropical fruit salsa, and teriyaki pork
chops with grilled bananas. Mmm.
Dole did a great job in localizing the program by taking it on
the road, which brought the Go Bananas After Dark™ message directly
to banana consumers in more than 20 cities. Philly wasn't on the
tour stop, unfortunately. Maybe next summer though!
This fun and exciting campaign not only grabbed my attention and
encouraged me to look at bananas in a different way, but was
successful in raising awareness for Dole bananas in key markets
across the country. What's in store for the banana enthusiast next?
- Go Bananas For