Context
With the rise of discount supermarkets and own-brands, brands were slowly losing out in the fresh food aisle. This is no less true of bananas - ‘a banana, is a banana, is a banana’, we said.

Challenge
Fyffes, one of the most iconic Irish brands, needed to increase their market share through driving consumer preference. But how could they do that when nobody thinks about what bananas they buy in the first place? We needed to get people choosing Fyffes again.

Strategy
We knew our target consumer - busy mums - cared about giving their family and themselves the best, but this wasn’t reflected in their choices. Our answer lay in the product itself - there were all kinds of reasons why Fyffes are not your average banana. Not only that, we learned the Fyffes blue label is actually a quality mark - not all Fyffes bananas get the blue label.

Campaign
The creative strategy focused on showing how that Fyffes is no ordinary banana. We had to prove to people once again why Fyffes are not just better, they’re extraordinary. The campaign launched with ‘Fyffes Reasons Why’, across outdoor, radio and digital, which established Fyffes’ strong proof points. That phase was followed up with a humorous social video which took the power of the blue label into new, strange, and humorous directions.

Context
in 2018, Vaults Live brought live, immersive historically-themed entertainment to Dublin. Visitors could rock up to this old Victorian schoolhouse and walk through six lavish sets and encounter less salubrious characters from Ireland’s market past. There is literally nothing like it in Ireland. However, 8 months after opening, awareness was low and, despite being located just off Dublin’s main tourist drag between the city centre and Guinness Storehouse, it was not getting its fair share of visitors.

Challenge
We needed to rapidly turnaround their fortunes with a powerful brand strategy and integrated advertising campaign before the doors were closed for good. There were two key barriers to overcome. First, nobody knew what or where it was. Second, TripAdvisor reviews told us that visitors had no idea what to expect, but Vaults Live exceeded their expectations. This would be a tough balancing act: as an attraction built on intrigue, suspense and a few scares, we had to raise awareness without giving the game away.

Strategy
We asked ourselves: what do we store in vaults? Treasure. But vaults have also been used as prisons. Gold and ghosts. Then we asked ourselves: what is Ireland’s treasure? Well, stories and characters. We learned from cultural research that there’s appetite for analogue experiences that connect with the quirky and dark side of our past.

Campaign
So, Vaults Live would be the place to go to meet Ireland’s most infamous treasures and to become part of their stories.