On October 16th, bananas unlocked gym doors across Australia

In Australia, 16 October 2024 was National Banana Day. To celebrate, Australian Bananas launched the Banana Gym Pass. For one day only, Aussies could access over 350 gyms nationwide, including Fitness First and Goodlife Health Clubs, using a banana bought from any local grocer as their entry pass. In addition to promoting bananas as an ideal workout snack, the campaign aimed to encourage people to get active by giving people one-day access to gyms. The idea came about after a study revealed that 46% of Australians without a gym membership considered signing up ahead of the summer season.

Consumers will always love a good deal, especially when many are concerned with the ever-rising cost of living and prioritizing value for money. Meanwhile, 80% of global consumers said "the best way for a brand to stand out and earn their loyalty is its ability to surprise and delight them in unexpected ways." With the Banana Gym Pass, Australian Bananas addressed both expectations through a fun and quirky route to a valuable perk while remaining true to the company's core business.

The campaign turned bananas from just another commoditized product into a passport unlocking a coveted experience. It's a powerful way for brands to enhance the perceived value of their products, especially with consumers who value doing over owning. Typical applications of this strategy usually involve brand partnerships with media IPs — think "buy a product, unlock access to a K-pop concert" — but the Banana Gym Pass demonstrated that desirable experiences don’t always have to come with an expensive IP partnership. Could your brand reposition products as passports to memorable moments?