CORAL GABLES, FL - I can still remember what I was wearing the day Fyffes dropped its ‘Easy to Eat, Easy to Pronounce’ advertising campaign, proving that marketing know-how can permanently cause a brand/company to stick in the minds of trade news writers and consumers alike.
“We wanted to take the wonder and curiosity around our brand name to create a playful and innovative campaign that would have the Fyffes name on everyone’s lips,” said Marion Tabard, Fyffes Vice President of Marketing in North America. “Winning a Summit Marketing Effectiveness Award is an exciting accomplishment as it requires a demonstration of proven results. We’re honored to receive this prestigious award; it’s a wonderful recognition of the success of the campaign.”
During the 2019 competition, judges analyzed over 1,400 submissions and selected only six percent to receive the top spots, a press release noted. A truly international competition, the Summit Marketing Effectiveness Award received submissions from the following ten countries: Argentina, Australia, Canada, India, Nigeria, Poland, Spain, the United Arab Emirates, the United Kingdom, and the United States. Throughout its 25-year history, the organization has established itself as one of the premier arbiters of communication excellence.
“The Summit Marketing Effectiveness Award is based on the premise that the goal of marketing communications is to change, influence, or reinforce a target audience’s knowledge, attitudes, or beliefs. Using this premise as a basis for its judging criteria, the competition is a true arbiter of marketing communication effectiveness,” stated Jocelyn Luciano, Principle/Managing Director for the Summit Award. “Our 2019 winners have made their mark in the industry by cementing the relationship between marketing, creativity, and sales results.”
The ‘Easy to Eat, Easy to Pronounce’ integrated campaign was intended to answer the challenge many people faced when seeing the Fyffes Blue Label: How do we pronounce this? While Fyffes has a strong brand recognition in Europe since its founding over 130 years ago, the Fyffes brand name has only become familiar in the U.S. and Canada over the last few years.
Congratulations to Fyffes on this achievement!
