DeliverEasy

The grocery run exists on a knife-edge of optimism — you're convinced you'll remember everything, and you almost always don't. DeliverEasy and Colenso BBDO identified bananas as New Zealand's single most forgotten grocery item and built an entire brand around that failure. Rather than explaining the convenience of delivery with a lifestyle spot, they invented 'F*cking Bananas' — a real, purchasable banana brand whose name is also the tagline, also the insight, and also the thing you mutter when you realise you forgot them again. The brand appeared in actual supermarkets, creating a product that is simultaneously a media placement, a joke, and a proof point for the service it's advertising. What makes this strategically tight is that the creative concept doesn't just illustrate the problem — it lives inside it. Every time a shopper sees the F*cking Bananas packaging in-store, they're experiencing the exact moment of friction DeliverEasy solves. The work avoids the trap most utility-brand campaigns fall into: demonstrating features rather than earning emotional resonance. Here, the resonance comes first, dressed as a joke, and the product rationale follows naturally. Turning a forgotten item into a brand is a category hack that generates earned media while converting the competition's own shelves into conquest advertising.