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These illustrated ads lean into French stereotypes in the name of bananas

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By Amy Houston | Senior Reporter

June 21, 2022 | 3 min read

Move over baguettes, because the Guadeloupe and Martinique Banana Producers’ Union (UGPBAN), alongside agency partner Brainsonic, is unveiling its latest communication campaign to promote French bananas destined for the French mainland.

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Brainsonic’s campaign pokes fun at French stereotypes / Brainsonic

‘French Banana’ aims to position the yellow fruit as a French-origin product and a symbol of national pride, while having a bit of fun with the caricatures of Metropolitan France with some eye-catching illustrations.

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“By grounding this campaign in a light-hearted ‘Frenchness’ that gives pride of place to the banana, while subtly evoking French symbols, we are elevating the banana to the same level as other products that inspire great national pride, such as cheese, wine or even the famous baguette,” explained Alban Pénicaut, creative director of Brainsonic.

“The idea is that bananas from Guadeloupe and Martinique are 100% part of the French heritage.”

It’s a one-off campaign that was amplified through out-of-home (OOH) activations on the Paris metro and bus shelters last month.

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