Chiquita Brands International has announced a new partnership with Snapchat, the global multimedia messaging app, which will allow consumers to have fun with Chiquita in honour of World Banana Day on 17 April.
Through the end of May, SnapCodes will appear on 200m Chiquita Blue Stickers, allowing fans of the brand to virtually "peel back" the sticker to tap into three exciting new experiences.
The Snapchat campaign includes 'World Lens', 'Face Lens' and a 'Gamified Lens'.
The World Lens turns Snapchatters into a dancing Chiquita Banana character, the Face Lens turns their faces into a Chiquita Banana, and the Gamified lens invites Snapchatters to catch the falling Chiquita Bananas into a fruit bowl to score points.
"Bananas are among the top sellers across grocery stores, making them present on almost every kitchen counter or table across the country," said Jamie Postell, director of sales North America for Chiquita.
"Chiquita will be the first brand to bring Snapchat visual recognition technology in the fresh produce aisle," Postell continued. "This provides Chiquita a unique opportunity to leverage its iconic Blue Stickers as a powerful touchpoint with the Millennial and Gen Z consumers to interact with the brand in a fun, and relevant way."
With support from creative agency Dffrnt Media, the Blue Sticker-Snapchat campaign will launch at the beginning of April in the US and rolls out worldwide in the following weeks, staying on shelves for a four-week period.