New digital strategy for the biggest name in fruit

Our Client

Fyffes is one of the worlds oldest and largest tropical produce importers and distributors. With their head office in Dublin, they employ over 10,000 people worldwide and have offices in 12 countries.

Fyffes promotes stewardship for the planet by engaging growers, communities, employees, customers and consumers to deliver healthy, fresh, sustainably-grown produce in a collective effort to share value and enrich the lives of people around the world.

The Challenge

Through our research, consumers and other stakeholders told us that they wanted to know more about the provenance of the product and the ‘farm to table’ journey. They wanted to know how Fyffes care for their people who harvest and pack by hand and the leading edge transport and technology that ensures their products arrive in perfect condition to the supermarket shelves.

In addition to this, Fyffes wanted to communicate their alignment with UN Sustainable Development Goals and their commitments to environmental, social and governance standards across everything they do.

The Solution

By working closely with the Fyffes team across the globe, we developed a clear communications strategy and new brand proposition. This fresh tone of voice and brand toolkit included creative treatment which brings new life to the Fyffes blue logo – the oldest fresh produce logo in the world.

All this was fed into a new, highly visual and engaging website and suite of brand and communications collateral that tells the story of Fyffes and their commitment to stewardship for the planet.

Friday’s process involves establishing a deep understanding of audience needs, then balancing creativity and accessibility of content for the user. It is a pleasure to work with their team, and we are all very proud of the results.

Caoimhe Buckley, Director Corporate Affairs, Fyffes.

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