Chiquita branding and campaign messages will soon be splashed across 300 London taxis as part of the company’s first-ever UK consumer campaign.
The campaign, which will run for a month in the capital, will be supported by a series of breakfast events for Chiquita wholesale customers at New Covent Garden, New Spitalfields, Western International and Brighton markets. The company will also provide sales kits to wholesalers with replicates of the ‘Just Smile’ message seen on the taxis, and traders will have the chance to meet Miss Chiquita.
Designed to create “consumer preference” for Chiquita bananas, Chiquita said it is confident the campaign will also boost sales.
“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,” said John Cockle, Chiquita’s director for the Nordics, UK and Ireland.
“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 taxis feature four iconic London landmarks: Big Ben, Tower Bridge, Nelson’s Column and the Queen’s crown, featuring Chiquita bananas and the strap lines ‘Go bananas in London’ and ‘Just Smile.’
The branding will also cover the interior of the taxis, with the fold-up rear-facing seat carrying the ‘Just Smile’ message - which also features on the taxi receipts.
Cockle said Chiquita has chosen London for its first consumer promotion because it is an important market for the company.
“Our research has shown that around 5.2million 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,” he added.