The Banana Gym Pass campaign drove sales by reminding Australians that bananas are an easy, natural source of energy. Stores near participating gyms sold 9.7 per cent more bananas, while household penetration rose from 61 to 62 per cent over the same four-week period the year before. 

The campaign started with a simple insight: bananas help Australians stay fuelled through the day and fit naturally with healthy, active lifestyles. The job was to make that benefit more visible, relevant and memorable at a time when highly processed alternatives were competing for attention. 

On National Banana Day, anyone with a banana could try out a gym for free. More than 350 gyms across Australia took part, supported by social media, YouTube, the Australian Bananas website, out-of-home, radio, and gym and retail point of sale. 

The campaign also helped keep bananas visible at scale. It reached 32.5 million people and generated 177 pieces of media coverage, including The Today Show, ABC News and 9 News.