Chiquita-branded bananas will be everywhere from July 14 as a summer promotional campaign kicks off in the capital.
For four weeks, 300 cabs and five London buses will feature Chiquita banana designs as part of a major drive to build awareness of the brand, particularly among the key target demographic of mums and millennials.
The public transport makeovers also include taxi customers receiving complementary bananas and ‘We are bananas’ Chiquita-branded receipts.
The campaign is also backed up by a nationwide sticker promotion featuring Minions, the yellow crazy characters that have become synonymous with bananas and feature in this summer’s blockbuster film, Despicable Me 3.
Simultaneously the campaign will feature on the Clear Channel LD61 network of 180 centrally located screens in London.
The ads will feature light-hearted straplines including “hello yellow”, “so healthy it even looks like it’s doing a sit-up,” and “like eating nature’s finger”.
The brand’s social media and digital channels will also be focused on the campaign throughout the month following on from last year’s ”Just Smile” themed campaign which reached more than 47 million consumers.
“Our ‘We are bananas’ and Minions stickering campaigns will once again put Chiquita bananas front of mind during the key summer and back to school periods, further bolstering our success in creating a vibrant branded banana category for UK retailers,” says John Cockle, sales and market director, UK and Ireland.
“This is the third time that we have run a high-profile summer campaign in London, which demonstrates our commitment to further building the Chiquita banana brand in the UK.
“To support our growth in the UK, Chiquita will be expanding ripening capacity and taking advantage of its industry leading position of supplying the freshest Chiquita Class Extra bananas for its customers.’’
Chiquita has a long history of bold branding and fun promotions dating back to 1944 when it introduced Miss Chiquita, the now infamous character dubbed the “first lady of fruit” and its classic Chiquita blue stickers.
“We’ve aimed to drive home our brand’s key message of fun and healthy living through vibrant and light-hearted visual storytelling. We’re thrilled to carry on that tradition with new and exciting advertising across London,” adds Cockle.