Australian banana campaign brings new energy to market

Industry association Australian Bananas says its new, multi-channel campaign to promote the fruit to consumers as a healthy source of natural energy has succeeded in raising awareness of bananas among consumers in the country.

Developed in partnership with creative agency Thinkerbell, the campaign brings a bright splash of yellow to retail, outdoor, online and social media, with a new brand identity and a message designed to convey vitality.

The advertisements feature a swimmer, footy player, and yoga enthusiast – each with their bodies arched like a banana – and the message that “Whatever your thing,” Australian bananas are there to help “Make your body sing”.

Belinda Van Schaik, head of marketing at industry group Hort Innovation, told Campaign Brief: “Australian Bananas are all about natural energy, making them the perfect fuel for any sport or active lifestyle. The refreshed brand platform brings that to life perfectly, with sports-focused visuals that are fun and energetic. The bold use of our iconic yellow ensures we’re front of mind and front of trolley for shoppers everywhere.”