FYFFES SHOWCASES ITS ICONIC BRAND WITH PLAYFUL NEW CONSUMER CAMPAIGN IN IRELAND

“EAT ’EM… LIKE ’EM… LOVE ’EM!” – that’s the call to action from Fyffes as the world’s first-ever fruit label launches its latest brand awareness campaign designed to put Fyffes bananas in the Irish spotlight.

Speaking about the campaign, Raquel Rotberg, Global Marketing Manager for Fyffes says:

“Fyffes isn’t just well known and loved across Ireland, it is a trailblazer. For over 130 years, we have been shaping consumer trust in fruit, and with this new campaign, we’re showing the world that, while rooted in history, our brand is playful, innovative, and ready to delight new generations.

While the campaign launches today in Ireland, we’re excited to reveal that more activations will be rolled out over the autumn, winter and right into 2026. Our lips are sealed right now but there’s plenty more playful surprises to come.”
Leading with the tagline ‘Eat ‘Em…Like ‘Em…Love ‘Em!’, a call to action that is catchy, easy to remember and highlights the progression from trying the product to becoming brand loyal, the campaign is designed to give light-hearted relief from the daily scroll of noise, doom and gloom.

The campaign features Fyffes bananas being enjoyed by consumers in unusual set-ups against the backdrop of well-known Irish landmarks such as Dublin’s Poolbeg chimneys and Samuel Beckett Bridge, linking the brand with Ireland’s rich heritage in a playful manner.

Launching with a mix of social, radio, outdoor, bus and point-of-sale, the roll-out reaffirms Fyffes’ position as one of Ireland’s most iconic food names, a brand that has been part of everyday life for over a century.

“Fyffes is about more than bananas. It’s about joy, nostalgia, and a little mischief,” says Emma Hunt-Duffy, Head of Marketing for Ireland, “This campaign is our way of putting Fyffes front and centre, bringing levity into a serious world and reminding people why they’ve always loved our brand and our fruit.”

Fyffes already ranks as one of the Top 100 consumer brands in Ireland (2025 Brand Footprint report, World Panel by Numerator) and is Ireland’s favourite banana and pineapple brand (Ipsos Research 2022).