Under the slogan “Eat ’em, Like ’em, Love ’em,” the campaign uses a catchy call to action to highlight the journey from first trial to lasting brand loyalty.
Other playful takes on the slogan — such as “Snack ’em, Bake ’em, Blend ’em, Split ’em” — will encourage shoppers to try new recipes using bananas and pineapples, while “Sharing comes naturally” celebrates those moments when food and fun come together.
Speaking about the collaboration, John Hopkins, Managing Director of Fyffes UK, said:
“We are delighted to partner with Morrisons on this Fyffes brand activation. Morrisons shares a similar story to ours — having evolved from a small family business into a trusted, national brand loved across the UK.
Morrisons loved our catchy new campaign concept and worked closely with us to bring the in-store experience to life. We would also like to give special thanks to the Morrisons Media Group for going above and beyond to make it happen.”
Emma Spencer, Senior Fruit Buyer at Morrisons, added:
“We’re thrilled to partner with our supplier on launching Fyffes bananas in our stores. Fyffes is an iconic and heritage brand, and we’re confident it will attract customers to the fixture and encourage them to enjoy more of this healthy, nutritious, and convenient fruit.”
The campaign includes header boards, hanging signage, and shelf strips, alongside online activation by Fyffes. Until now, Fyffes bananas in Morrisons were supplied under the retailer’s private label. This brand rollout marks a major milestone for the blue label in the UK and reinforces Fyffes’ position as the UK’s favourite banana (Source: IPSOS Research, 2023).
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In addition to the “Eat ’em, Like ’em, Love ’em” campaign, Fyffes and Morrisons are also celebrating Halloween by turning pineapples into fun, seasonal centrepieces. The activation encourages consumers to carve pineapples instead of pumpkins, use the Fyffes pineapple corer, and transform the fruit into healthy Halloween treats — such as smoothies, skewers, or tropical punch — making the celebration more creative and sustainable.
Fyffes has more plans to extend the “Eat ’em, Like ’em, Love ’em” campaign across the UK, with further details to be announced in due course.
