Problem 📉

Bananas are Del Monte's flagship product. So, when they started selling Plantains in the USA, consumers were confused. Market research showed that many were unfamiliar with Plantains, often mistaking them for rotten or unusual Bananas.

Strategy 🧑‍🍳

Unlike Bananas, Plantains are very tough and not suitable for eating raw. So we wanted our communication to focus on two key points. First, Plantains look like Bananas but they’re not. Second, they’re supposed to be cooked.

Solution 🍌

Under the umbrella concept "Looks Bananas, Cooks Delicious," we developed a fresh social media campaign that educated American consumers about plantains and sparked interest in the fruit, introducing it as a new and exotic cooking ingredient.