Canadian retailer No Frills has entertained us before with its out-of-the-box marketing ideas from agency John St, including a "physical distancing rap" for the pandemic which eventually turned into a whole album about shopping. Its newest stunt is equally attention-grabbing.

Back in 2019, John St created an online retro-style video game called "Aisles of Glory: Legends of the Haul" for No Frills, and it's now brought out an updated version. It features a new controller for the game itself which is, literally, bananas. Developed in partnership with WonderMakr, it uses capacitive touch technology to transform ordinary bananas into controller buttons, so that tapping on the fruit moves your character.

The "Frill Blaster Pro" controller box was released to select gaming influencers on TikTok and Twitch; one of the resulting unboxing videos can be seen here. Inside are three bananas, stickers for labeling the buttons, and a set-up manual complete with banana configuration ideas. There are also disposal directions, in the form a "killer banana bread recipe."

The updated game is available until Sept. 16. As well as the banana controller, this year’s update also features new prizes, grocery aisle-themed levels, and new character modes that can be unlocked via No Frills receipt codes. There is also a chance for the top scorer to be immortalized as an 8-bit character in next year’s version of the game.

John St, of course, has had good practice in gamifying things this year; last month it recreated its own office in Minecraft in order to celebrate its 20th anniversary with a virtual event.