Highlights from the 2024/25 Banana marketing campaign
Publication date: 22 October 2025
Marketing
In 2024/25, Hort Innovation invested levy funds into targeted marketing campaigns designed to increase consumer awareness, boost fresh produce consumption, and strengthen connections between growers and their customers.
Guided by consumer insights and delivered in partnership with industry, these campaigns helped more Australian households discover, purchase, and enjoy locally grown fruit and vegetables.
Key highlights for bananas include:
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The Australian Bananas advertising campaign, featuring bold yellow branding and dynamic sports action, successfully positioned bananas as a natural energy snack. This drove a 6% increase in energy snack perception, a 3% rise in purchase intention, and strong gains in positive associations up 13% for natural energy, 12% for healthy, and 11% for easy to eat (source: FiftyFive5, July 2025).
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To counter the rise of highly processed energy alternatives, the ‘Banana Gym Pass’ earned media campaign promoted bananas’ natural energy benefits and active living. It generated 177 pieces of media coverage and over 32.5 million opportunities to see key messages, including features on the Today Show and ABC News. The campaign also correlated with a lift in 4-week household penetration from 61% to 62% year-on-year.
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Experiential sampling reached over 761,000 consumers through activations at the Easter Show, in-store and in-mall events. More than 125,000 samples were distributed, with in-store sampling achieving a 41% conversion to sales rate. At the Easter Show, 94% of surveyed visitors indicated purchase intention after visiting the stand.
To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.