Australian Bananas has launched the latest instalment of its ‘make your body sing’ campaign which will take the long-running series into its 24th year.
Created by Elevencom in partnership with the Australian horticulture industry body, Hort Innovation, the latest work features a fresh version of the classic ‘Ba-na-na-na’ music track along with a new positioning line: ‘Peel Good. Feel Good.’
The campaign, which will run for the next three years, aims to position bananas as a fresh and natural alternative to the fast-growing category of processed energy bars and protein balls.
“Having a banana in the morning gives you the kind of feel-good energy that helps you cope with whatever life throws at you,” said Jono McCauley, Creative Strategy Director at Elevencom.
“It’s all about staying on top of your day, before your day gets on top of you,” McCauley said.
This is the fourth major instalment of the campaign produced by Elevencom which has had creative responsibility for the brand since 2009. The original campaign first aired in 1994.
“When you are responsible for an iconic campaign like this, you always want to keep it fresh and keep making it better. We think ‘Peel Good. Feel Good’ is a great next step,” McCauley said.
The new creative launched on television in August 2018 and is supported by a major national outdoor and digital campaign.