Tokyo Marathon runners’ race times printed on bananas in campaign for Dole

As part of a campaign around its sponsorship of the Tokyo Marathon, banana producer Dole has personalised individual bananas for runners who finish the race.

As the runners crossed the finishing line, their race details were uploaded to their Facebook pages and printed on one of Dole’s premium bananas, known as ‘Gokusen’, to create a banana trophy, agency Dentsu Y&R explained in a case study video.

The agency claims that the campaign reached an estimated 28m people, as the story was covered in the national press and TV news.

Dentsu Y&R also claims the campaign garnered more than US$1.1m in media coverage.


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