Equifruit
August 11, 2026 | 1 min to read
SHORT BIO
PROMOTION
5 Freaking Dollars
STRATEGY
Five Freaking Dollars was an integrated annual marketing campaign designed to challenge one of the banana industry’s biggest contradictions. Decades of intense price pressure have helped make bananas one of the cheapest items in the grocery store, but that low price often comes at a cost. Equifruit built the campaign around a simple question: If consumers regularly spend $5 on coffee, socks, wellness products, and impulse purchases without hesitation, why does paying banana farmers fairly feel expensive?
Each activation brought the same message to life through a different creative lens, supported by experiential marketing, email campaigns, LinkedIn content, media relations, digital advertising, guerrilla marketing and branded microsites.
RESULTS
Email campaigns reached more than 1,600 produce industry contacts, achieving open rates as high as 47% and click-through rates as high as 22%. The campaign earned coverage across 12 trade media outlets, generating 27 media placements and an estimated industry audience exceeding 500,000. On LinkedIn, campaign content generated more than 16,600 impressions, 2,359 reactions, and 169 comments.
PROMOTION
5 Freaking Dollars
STRATEGY
Five Freaking Dollars was an integrated annual marketing campaign designed to challenge one of the banana industry’s biggest contradictions. Decades of intense price pressure have helped make bananas one of the cheapest items in the grocery store, but that low price often comes at a cost. Equifruit built the campaign around a simple question: If consumers regularly spend $5 on coffee, socks, wellness products, and impulse purchases without hesitation, why does paying banana farmers fairly feel expensive?
Each activation brought the same message to life through a different creative lens, supported by experiential marketing, email campaigns, LinkedIn content, media relations, digital advertising, guerrilla marketing and branded microsites.
RESULTS
Email campaigns reached more than 1,600 produce industry contacts, achieving open rates as high as 47% and click-through rates as high as 22%. The campaign earned coverage across 12 trade media outlets, generating 27 media placements and an estimated industry audience exceeding 500,000. On LinkedIn, campaign content generated more than 16,600 impressions, 2,359 reactions, and 169 comments.
NOMINEES
