‘Banana Gym Pass’ promotes fitness club access on National Banana Day

Aiming to promote banana consumption, Horticulture Innovation Australia is promoting tomorrow’s National Banana Day by partnering with over 350 gyms nationwide - including Goodlife Health Clubs, Fitness First, Zap Fitness, Club Lime and Viva Leisure facilities - in a promotion that provides gym goers the opportunity “to use a banana as their entry” into one of the participating gyms and take advantage of a free workout.

In addition to promoting bananas as an ideal workout snack, the campaign aims to encourage people to get active through one-day access to gyms.

Conceived by creative agency Thinkerbell, the idea came about after a study revealed that 46% of Australians without a gym membership considered signing up ahead of the summer season.

Thinkerbell collaborated with Val Morgan Outdoor (VMO) for the initiative based on an awareness that "the best way for a brand to stand out and earn consumer loyalty is to surprise and delight them in unexpected ways."

With the Banana Gym Pass, Australian Bananas, part of Horticulture Innovation Australia (HIA), addressed both expectations through a fun and quirky route to a valuable perk while remaining true to the company's core business.

Commenting on the initiative, expressed HIA’s Head of Marketing, Belinda Van Schaik advised “National Banana Day (16th October)  is a day to celebrate our local produce in a unique and fun way. Naturally convenient, full of magnesium, folate and vitamin B6 - bananas are the perfect go-to energy snack.

“We hope that this initiative will encourage more Australians to fuel their next workout with an Aussie banana.”

Thinkerbell North’s General Manager, Philippa Netolicky added that the “Banana Gym Pass is a simple idea that brings utility to Australian Bananas positioning of encouraging an active lifestyle.

“Anything that means more bananas purchased and eaten, and more gym sessions, sounds pretty good to us. There’s no telling what healthy activities Banana Pass might open up next.”

VMO’s National Sales Manager, Independent Agencies, Ryan Simpson, shared his company’s excitement about the initiative, going on to say “the Banana Gym Pass partnership is the first of its kind for Val Morgan Outdoor and our network of gym partnerships.

“It’s a brilliant initiative to connect those who don’t have gym memberships across the country with a free opportunity to feel the benefits of a good workout and make their body sing.”

Banana Gym Pass is supported by a multi-channel national campaign consisting of owned socials, YouTube, out-of-home (OOH), radio and gym retail.

The shining yellow entry token will only be valid for one day.

Click here to find a participating gym.