Chiquita launches first UK consumer marketing campaign for bananas
The advertising designs on the taxis feature four iconic London landmarks

Chiquita launches first UK consumer marketing campaign for bananas

Ton Leighton
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Sales pack
‘Just Smile’ is one of the strap lines of the campaign

If you want to get around London during October, just hail a banana – seriously! Throughout this month there will be 300 taxis in the capital adorned with Chiquita banana branding in what is the first consumer campaign run by the company in the UK

Aimed at raising consumer awareness of the country’s leading supplier of Class Extra bananas, Chiquita is also using the campaign to support UK wholesale customers by distributing sales kits at a series of breakfast events to be held at key fruit and vegetable wholesale locations.

John Cockle, Chiquita’s Director Nordics, UK and Ireland, explains: “We want to create a preference among consumers for Chiquita bananas, to differentiate Chiquita from other brands and to provide a sales opportunity for retail and wholesale customers.

“We are backing up the campaign with below the line support to customers with sales kits which will include merchandising materials that complement the taxi visuals.”

The designs on the London taxis feature four iconic London landmarks: Big Ben, Tower Bridge, Nelson’s Column and the Queen’s crown, each of the designs featuring Chiquita bananas and the strap lines ‘Go bananas in London’ and ‘Just Smile’.

The Chiquita branding extends to the interior of the taxis, with the fold-up rear-facing seat carrying the ‘Just Smile’ message – which also features on the taxi receipts.

As part of the promotion wholesale customers are being invited to meet the legendary Miss Chiquita at breakfast events being held at London’s New Spitalfields Market, New Covent Garden Market and Western International Market, as well as Brighton’s Fruit and Flower Market.

“London is an important market for Chiquita,” adds Cockle, “and that’s why we chose the city for this first consumer promotion.

“Our research has shown that around 5.2 million people will see the Chiquita-branded taxis during the month, and through this campaign we are confident that our brand awareness will be enhanced and sales boosted.”

Produce Business UK will have more to report on this story in the coming days

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