Multinational fruit company Chiquita Brands International is preparing to turn some of London’s iconic taxis and buses yellow this summer as it brings its new, international campaign We Are Bananas to Europe.
According to John Cockle, Chiquita’s director for the UK, Ireland and Nordic countries, the campaign will focus on “the simplicity and fun of bananas” and the quality of the company’s offer, adopting a marketing approach seen earlier this year in US cities such as Chicago, Cincinnati, Los Angeles and New York.
“We’ve advertised in the London area for the last three years and for this year in addition to the branding on London taxis we will also be doing branding on London buses and through Oxford Street with media as well,” Cockle explained.
The campaign is due to begin in mid-July and, according to Chiquita, is expected to be backed by in-store signage, brand partnerships and digital content.
Scroll down for our audio interview with John Cockle at the London Produce Show.
We Are Bananas was first unveiled back in May in the US. According to Chiquita president Andrew Biles, the initiative is aimed at driving home the brand’s key message of fun through “vibrant and light-hearted” visual storytelling.
“We’re thrilled to carry on that tradition with new and exciting work that will challenge conventional marketing in unexpected ways as it unfolds throughout the year,” he added.
Additional tag lines for the We Are Bananas campaign include ‘hello yellow’, ‘nobody has ever eaten a banana angry’ and ‘work on your curve’.