Hort Innovation’s banana marketing strategy aims to strengthen consumer knowledge, attitudes and purchase intent to drive category growth. The strategy positions bananas as Australia’s number one natural energy source, with activity focused on reinforcing the natural energy message and influencing purchase decisions at the point of sale. The goal is to maintain bananas as the most widely purchased fresh produce category while increasing category value and encouraging more frequent purchases. 

Consumer insights informing the strategy

Research shows bananas are one of Australia's most loved and widely consumed fruit categories. More than half of Australians say bananas are something they love to eat, and bananas lead all fruit categories in purchase intent. However, half of banana buyers are light buyers who purchase bananas just 10 times a year, highlighting a significant opportunity to increase purchase frequency among existing consumers. Consumer research also found that bananas are strongly associated with being healthy, easy to eat and a natural source of energy, while retail remains the dominant sales channel, accounting for 91 per cent of supply. Online grocery shopping continues to grow and presents an additional opportunity to influence purchase decisions. 

What's planned

Banana marketing investment will focus on reinforcing bananas as Australia's natural energy snack while encouraging consumers to purchase more frequently. Activities will combine national advertising, media partnerships, experiential events, education programs and retail activation to keep bananas top-of-mind and drive purchase at key decision-making moments. 

Key activities include:

• The "Make Your Body Sing" campaign, which continues to position bananas as the natural energy source that helps Australians power their everyday activities.
• National advertising across television, streaming services, online video, radio, digital audio, social media and transit advertising to build awareness and reinforce the natural energy message.
• Public relations, events and ambassador partnerships designed to generate media attention and engage consumers in memorable ways that connect bananas with active lifestyles.
• The Banana Pass program, including initiatives such as the Banana Gym Pass and Banana Swim Pass, which encourage trial and reinforce bananas as the fuel for exercise, recreation and everyday activity.
• Kids education programs that help build positive attitudes towards bananas and support long-term consumption among younger Australians. 

Alongside broad consumer marketing, the strategy includes significant investment at the point of purchase to influence shopper decisions and convert intent into sales. With more than 90 per cent of bananas sold through retail channels, increasing visibility where purchase decisions are made remains a key priority. 

Retail-focused activities include:

• Retail media campaigns across supermarket websites and digital grocery platforms to reach shoppers while they are actively planning purchases.
• In-store and retail out-of-home advertising that uses prominent banana branding in supermarkets and shopping centres to keep bananas front of mind.
• Retail sampling programs that encourage trial and remind shoppers of the taste, convenience and value of bananas.
• Fresh Markets Australia greengrocer and market activities that support visibility and engagement across independent retail channels.
• Supply chain engagement and tactical retail activity designed to support execution across the value chain and maximise the effectiveness of marketing investment.

This approach ensures that marketing investment not only builds awareness and positive perceptions of bananas but also influences purchasing decisions at the moments that matter most, helping drive category growth and maintain bananas' position as Australia's leading fresh produce category.

Supporting investments

A range of investments are underway to deliver the banana marketing strategy:

• Community events, samples, website – 18 months – Jul 24-Dec 25 (BA24502)
• Banana Tactical Activities, 18 months, July 2024 – Dec 2025 (BA24508)
• Banana Retail and Event Sampling 18 months Jan 26 – Jun 27 (BA25502)
• Kids Education Program with Healthy Harold (3 year program – Jan 26 to Dec 28) (BA25503)
• Banana Merchandise, Jan 26 to Jun 27 (BA25504)
• Fresh Markets Australia, Jan 26 to Jun 27 (BA25505)
• Storage, Dispatch, Printing, Jan 26 to Jun 27 (BA25506)
• Banana Carrier / Truck Branding, Jan 26 to Jun 27 (BA25507)
• Community Events, Samples, Website, Jan 26 to Jun 27 (BA25508)
• Point of Sale, Jan 26 to Jun 27 (BA25509)
• Banana Grower Event Sampling Participation 18 months Jan 26 – Jun 27 (BA25510)
• Billy Slater Brand Ambassador, Jan 26 to Jun 27 (BA25511)
• Banana Supply Chain Engagement Manager FY26/27 (BA25512)
• MYBS Campaign 6 mth instalment, Jan 26 to June 26 (includes Retail OOH and online) (BA25602)
• MYBS Campaign 12 mth instalment, July 26 to Jun 27 (includes Retail OOH & Online) (BA25603)