Chiquita’s decision to secure a major international licensing agreement with Universal Studios’ hit animated film Minions appears to have paid off in Italy, where the group’s local marketing office has revealed that an average of 42,000 people per week have entered its Vinci con Minions (Win with Minions) competition.
Supported by a series of marketing initiatives, including television and online advertising, PR and in-store promotional materials, Chiquita Italia revealed that, at its peak, a dedicated Vinci con Minions online game was played almost 100,000 times in the final week of September.
During September and October, Chiquita Italia gave away a total of 800 instant prizes to some of those taking part in the competition, including Minions-branded backpacks and beach towels.
A final prize draw saw one person win a three-night trip to New York for four people.
Last month, Chiquita bananas carried special-edition Minions stickers.
No comments yet