Bonita Quest
Agency: FCB New Zealand Advertiser: Turners & Growers (Bonita) Awards: FMCG (Bronze)
Marketing Challenge
The New Zealand banana market is dominated by two brands, Dole supplied out of the Phillipines and Bonita, supplied by Turners and Growers out of Ecuador. Traditionally each brand has enjoyed a dominant supply through one of the two major supermarket chains, enjoying roughly 50% market share.
In early 2003, an exclusive supply agreement was struck between Dole and one of New Zealand's major supermarket chains, prohibiting...