PowerPoint Presentation

Australian Banana PromotionsPresented by David Chenu

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AgendaLooking back on the last 21 yearsHow many people have we reached?How has the campaign performed?Latest research and new campaign direction2015 - 2018. Investing for the future.

Section 1.Looking back on the last 21 years

The secret to great marketingThe most powerful campaigns have 2 things in common:They are built on a powerful propositionThey are consistently delivered over decades

Morteins Louie the FlyLaunched 1957.Still running.

Happy little VegemitesLaunched 1954. Still running in 2010.

I likeAeroplane JellyLaunched 1938. Still running.

And of course

A valuable assetIndustry has invested in campaign for over two decadesA highly valuable asset that needs to be protected and preservedMakes every one of our messages more memorableBuilt on a clear foundation that hasnt changed in 21 years

Brand essence: Happy Energy

Only bananas can deliver this unique kind of energy that literally makes your body sing!

Original Campaign: 1994 - 2009

Original Campaign: 1994 - 2009Established the key brand assets:Distincitive na, na, na, na, na, na music trackJoyful, natural, sunny, energetic peopleThe tagline: Make those bodies sing

The real skill of marketing the 4 RsRefreshingRefiningRemaining relevant Resisting temptation to throw baby out with the bath water

2009 2012 CampaignCarefully built on original campaign foundation to keep selling bananas to familiesBut added another layer to fill a gap in the market: 18 to 39 year olds with no kidsKept original assets but created a new set to attract this younger audience and tackle the multi-billion dollar snackfood industry head on

2009 2012 Campaign

2009 2012 Campaign

2009 2012 Campaign

2012 2015 CampaignBy 2012, we were growing sales to families and beginning to close the gap with the 18 to 39 year olds New research identified a new opportunity to add another layer and another benefit to our message: longer lasting energy

2012 2015 Campaign

Still making bodies sing after 21 years!

Section 2.Media. How many people have we reached?

Television total impacts19,875,000

Out of Home total impacts41,213,000

Social Media total Impacts6,772,000

Online (Display & Video) total impacts5,259,000

Radio total impacts9,503,000

Section 3.How has the campaign performed?

21.6% volume of total fruit. And growing faster than fruit category. Source: NielsenSTILL

Source: Edentify Fruit Tracker

Source: Edentify Fruit Tracker

Frequency of snack consumption per year.

< 50 p.a.50 - 75 p.a.75 - 100 p.a.100 - 120 p.a.> 150 p.a.Protein ShakesCherriesLiquid BreakfastRaspberriesEnergy BarsEnergy drinksSports drinksBanana BreadOrangesChipsLolliesNectarinesCakes/PastriesMuffinsPeachesMangoes

CrackersSweet BiscuitsGrapesStrawberriesIce creamMuesli Bars

VegetablesApplesNuts/Dried FruitYoghurtChocolateJuice/SmoothiesCheese

Bananas

Australias #1 snackSource: Added Value Research

SummaryOur aim 6 years ago was to become Australias #1 SnackNow weve achieved that, where to from here?We want to steal more share from the multi-billion dollar snack food categoryMuch bigger opportunity than fruit!

Section 4.Research and new campaign direction

Added Value Research 2014/15In late 2014, we commissioned Added Value Research to conduct a major research study to identify the next big growth opportunity for bananas. With over 90% all major consumer segments now eating bananas, the challenge was clear..

How do we get people to buy and consume bananas more frequently?

Share of snacking for bananas and close competitors

Young families and 25-39 year olds eat most snack of all groups

Focus for 2015 2018: WhoWe will continue to make our message appropriate for a broad audienceBut key target audiences with most sales potential: Young families - youngest child under 13 years25 39 year olds with no kids

Focus for 2015 2018: WhyEnergy is most important motivation to eat bananasBut focus groups highlight that consumers are looking for different types of energy through the dayAt mid-morning consumers are looking for purposeful energy to stay on top of their day

Focus for 2015 2018: Why continuedBUT they dont want to break their flow and lose concentration to recharge their purposeful energyHence they are looking for purposeful energy in a super- convenient formAnd this is exactly why they love bananas (and why they would eat more of them)

Focus for 2015 2018: WhatGrow consumption frequencySteal share from close in competitors in multi-billion dollar snack food category. In particular:Muesli Bars, Nuts & Seeds, Dairy Snacks

Focus for 2015 2018: WhenWhile consumers have a need for purposeful energy at different times of the day, mid-morning is the key, mid afternoon big opportunityMorning is the natural heartland for bananas

Key insightGetting purposeful energy is key to getting the day to fall into place but no snacks (APART FROM BANANAS) completely deliver the combination of the right energy (quick acting, slow release) and real convenience.

Section 5.2015 2018. Investing for the future.

FREQUENCY

Become a snack food alternative.Be the #1 snack food

PENETRATIONBe the most eaten snack food (regularity)Continue to make inroads to where we are underperforming within the snack food category.Shift medium consumers to heavy consumers - Increase from 2-3 bananas a week to 3-4 per week (i.e >200 p.a)FY9-12FY13-15FY16FY17FY18So what next?

2016/17 2018/19The next three years: Be the most eaten snack foodGrow bananas share of the snack food category

Increase triggers across the day & PTP to reinforce TOM reminders.

Focus on need-state opportunities (energy) & barriers (convenience)TasksKPI

Increased of bananas vs. Competitors (Nielsen / Added Value) Increase Spontaneous awareness (Added Value)Build on & embed current consumer behaviour

Maximise mid morning drivers.

Leverage partnerships to optimise convenience & access.Stretch to own the afternoon occasion

Time specific tactics.

Continue to provide easy access & convenience via media partnerships.

Increased frequency of purchase & AWOP (Nielsen).

Increased usage across week;Brand health convenience

Increased frequency of purchase& AWOP (Nielsen)Increased frequency of consumptionper week;Brand health convenience2017/182018/19

2015/16 Channel Block Plan

CHANNELJULAUGSEPOCTNOVDECJANFEBMARAPRMAYJUNTVVIDEO PRE-ROLLSCINEMAONLINE ADSMOBILE SOCIALSEARCHOUT OF HOME EXPERIENTIAL

Thank you!