Class:
Business to Business

Type:
Under $10 Per Recipient

Objective:
To educate purchasing personnel about ripening bananas and promote the advertiser's brand name.

Strategy and Execution:
This banana importer wanted to educate decision-makers involved in the transportation and selling of bananas about appearance and spoilage. A clipboard featuring a banana color chart with simple descriptions about what each color means was chosen because of its usefulness. The actual clip on the board had the advertiser's name and phone number. The gift was distributed personally to the target audience of 200 banana ripeners who actually purchase the product, and purchasing and produce department personnel at 200 chain stores.

Results:
It was reported that chain stores requested additional clipboards for training programs and retail personnel gifts.