Winning a nation of banana bread bakers for Fyffes

reach on social


engagement rate above industry average

video views


256-trophy2020 Social Media Strategy (Agency Run).

Social Media Awards, Bronze.

Services provided

Strategy, Content Operations, Content Managed Services

The challenge

The Fyffes Great Banana Bread Bake Off (GBBBO) was developed by 256 to position Fyffes as the ‘rightful owner’ of the 2020 trend in Ireland of baking banana bread during lockdown. 

What we did

256 believed that Fyffes could engage with the public in a memorable way by asking our audience to bake and share their favourite banana bread recipe.

Taking inspiration from TV cookery competitions, we partnered with beloved celebrity chef Donal Skehan, who was going through the same lockdown-related challenges with his young growing family. 

The creative was simple but bright and captivating and consistent throughout. The content was snackable, upbeat and stood out on the user’s feed.

256 devised a multimodal distribution method putting bakers at the centre of an engaging campaign. Engagement was driven through a new custom-built landing page and digital assets.

The success of the campaign was further compounded by the huge reach of Donal Skehan’s own social channels, a PR campaign, native content pieces in Easyfood and Everymum, and radio ads on Today FM. 

The campaign was even spotted by The National Museum of Ireland and they’ve asked for the winners and their banana breads to be written down in the history books. 

How it looks

When 256 came to us with the idea, we knew that they had tapped into the sentiment of the nation. The campaign went even better than expected – we had hundreds of entries from all across Ireland and over 320,000 total engagements on social, including Donal’s video views.

Emma Hunt Duffy

Sales & Marketing Manager