Australian Bananas has released a new campaign promoting bananas as a source of energy for active lifestyles. Developed by Thinkerbell, the initiative includes retail outdoor, online, and social media components, with a focus on turning supermarket aisles and digital feeds yellow.

The campaign’s creative elements feature visual similes linking bananas with athletes such as swimmers, footy players, and yoga enthusiasts. The campaign rollout seeks to reinforce Australian Bananas’ brand promise: ‘Whatever your thing, Australian Bananas are here to help you Make your body sing!’

Since January, the campaign’s bold and vibrant yellow aims to attract attention both in-store and online. Head of Marketing at Hort Innovation, Belinda Van Shaik, stated, “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.”

Chief Creative Tinker at Thinkerbell, Paul Swann, said, “We can all agree that bananas are yellow, curved, and bursting with energy. Inspired by these qualities, we created work that embraces vibrant yellow, showcases people in dynamic, curved postures, and captures the spirit of energetic movement.”