- Chiquita launches ‘We are bananas’ marketing campaign this summer -
This summer, Chiquita Brands International are demonstrating that they’re the top banana, with the launch of their ‘We Are Bananas’ marketing campaign. The activity, which builds on the success of brand’s 2017 campaign which achieved over 74 million global impressions, is set raise awareness of Chiquita bananas amongst the brand’s key target audience of UK mums and millennials.
Kicking off this July and running through until mid-August, the activity is set to once again take over central London – giving central black cabs and London buses on key routes ‘We Are Bananas’ wrap-around makeovers, with designs fetauring the brand’s iconic blue and yellow branding. The seven-week campaign will also be supported by digital and social activity across the brand’s channels.
To launch the campaign, Chiquita are offering consumers the chance to travel for free in their branded cabs. Lucky taxi riders who flag down a Chiquita Bananas yellow cab on the 16th of July can ride free of charge, as long as they present one key ingredient – a Chiquita banana. The yellow taxis will be stationed around Covent Garden Piazza, on Henrietta and Southampton Street and Holborn tube station from 9am – 5pm on Monday 16th July, and once a banana payment has been received, the passenger will be able to take a free ride to anywhere in zones 1 and 2.
John Cockle, Sales and Market Director for Chiquita Brands International, UK and Ireland, comments: “As leaders in the industry, we’re confident that our ‘We are bananas’ campaign will once again put Chiquita bananas front of mind during the key summer period and encourage consumers to ‘think Chiquita’ when they’re making their purchasing decisions.
This is the fourth time that we have run a high-profile summer campaign in London, which demonstrates our commitment to creating a vibrant banana category for UK retailers, as well continuing to build the Chiquita banana brand amongst UK consumers
“Since 1944 we’ve been committed to providing our customers with the freshest Chiquita Class Extra bananas, so it’s important that our marketing activity reflects this too – which is why we’re thrilled to be launching this year’s ‘We Are Bananas’ activity, which drives home our key message of fun and healthy living.”