Ecuadorean bananas were promoted during the recent launch of the Minions film at the UA Cinema chain in Shenzhen. It is the first time that a campaign to promote fruit has been carried out in cinemas in China.
The campaign ran throughout last week at the city’s largest mall, the KK Mall, trade promotion agency ProEcuador said in a press release.
To support this campaign, an information map of Ecuador was attached to each of the bananas that were distributed to those attending the premiere of the film in the Chinese cinemas.
The goal is to keep Ecuadorean bananas permanently in supermarkets and shops in South China. The idea for the tie-in came about because in the film the Minions use this fruit as part of their diet and mention the word banana repeatedly.
ProEcuador said the campaign has already positioned the fruit strongly in a new region of China where Ecuadorean bananas had not been available previously.
With approximately 11m inhabitants, Shenzhen is one of the most important cities in Guangdong boasting one of the highest GDPs in the province.