Fyffes Goes Big in Morrisons with Major UK-Wide Marketing Push

Global fruit supplier Fyffes has launched a sweeping in-store brand activation campaign with Morrisons, targeting bananas and pineapples across 488 stores nationwide.

Image courtesy of Fyffes

The campaign marks one of the most significant joint marketing efforts between Fyffes and a UK retailer to date. It aims to drive brand visibility and impulse purchase among Morrisons shoppers—bringing Fyffes’ signature fruits to centre stage in one of the country’s top supermarket chains.

While details on execution, such as point-of-sale displays and promotional messaging, have not been fully disclosed publicly, the scale—covering nearly 500 stores—is indicative of a committed investment in retail presence.

Strategic Context & Vision

This activation aligns with Fyffes’ broader efforts to revitalise its brand positioning across key markets. Earlier this year, the company launched a consumer campaign in Ireland under the tagline “EAT ’EM…LIKE ’EM…LOVE ’EM!”, employing social, radio, outdoor, bus, and point-of-sale media. In that campaign, Fyffes sought to evoke emotion, nostalgia, and relevance while injecting playful energy into the brand.

Fyffes Ireland’s Head of Marketing, Emma Hunt-Duffy, described the campaign, saying: “Fyffes is about more than bananas. It’s about joy, nostalgia, and a little mischief. 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.”

Although that quote refers to the Irish campaign, it provides insight into Fyffes’ brand tone and philosophy—an approach that evidently underpins its new push with Morrisons.

What to Watch

Execution & creative content — the creative direction, messaging, and in-store real estate will be key to the campaign’s impact.

Consumer response — shopper engagement, sales performance, and shifts in brand perception will determine its success.

Scaling & longevity — it remains to be seen whether this is a one-off seasonal boost or the beginning of a longer-term partnership between Fyffes and UK retailers.

This campaign underscores how fresh-produce brands are increasingly competing on shelf presence and retail theatre, not just on supply chain and pricing.