In a recent marketing move, Lidl, a supermarket chain known for its competitive pricing, released a poster featuring bananas with the caption “Our phobia is high prices.” This campaign aligns closely with a unique narrative unfolding in Sweden involving Paulina Brandberg, the country’s Gender Equality Minister, and her intense fear of bananas, known as banana phobia. This phobia is so severe that it prompts her staff to ensure the environment is completely free of bananas before her arrival, FreshPlaza writes.
The situation with Brandberg has captured public attention in Sweden, making Lidl’s advertisement particularly relevant. The supermarket chain has a history of engaging with banana-related themes in its marketing efforts. For instance, in 2019, amidst the viral reaction to Maurizio Cattelan’s banana artwork “Comedian,” which sold for $6.2 million, Lidl humorously joined the conversation by taping a banana to a wall and suggesting a significant cost saving by purchasing their bananas instead.
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Lidl’s ability to integrate current events and humor into their advertising campaigns demonstrates a keen awareness of social media trends and public interest, especially in Sweden. This approach not only highlights their pricing strategy but also engages the community in a light-hearted manner.
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