The purpose of this paper is to explore the best methods of promoting a premium product namely the plastic free produced biodynamic banana. This paper deals with a new sustainably produced product lacking in promotion. Throughout the course of this paper, the product itself will be analyzed using the International Marketing Mic to gain a better grasp of it. It will also cover the Marketing Communications Mix in order to discover which method of promotion would be the most appropriate for this product: accompanied by the literature researched alongside the interviews of the different supply chain members associated with this product, a conceptual framework was developed, analyzed, and evaluated to see if it could be considered as an appropriate marketing communication strategy. This paper ends in a discussion reviewing the generated conceptual framework including its advantages and drawbacks to understand which combination of Marketing Communication instruments would work best for Demeter in promoting this product.