The international marketing magazine for fresh produce buyers in Europe
Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

Thursday 22nd July 2021, 15:12 London

Chiquita banana buses back in London

The iconic yellow double deckers return to the capital for seventh consecutive campaign

Chiquita banana buses back in London

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Chiquita is looking to inject a spark to London’s streets with the return of its striking London double decker buses this summer. The buses will run through key central transportation routes throughout the city. 

In its seventh consecutive year of running the London bus campaign, the company said it aimed “to outshine the dark days of the pandemic cloud, encouraging a re-emergence of positivity and exuberance to uplift locals planning to staycation in the city”.

The bright yellow buses seek to evoke optimism, transforming an iconic London attraction into a moving canvas highlighting the fun side of healthy eating.

“The double-decker buses are synonymous to being considered London’s national symbol,” said John Cockle, Chiquita’s sales and market director of UK and Ireland.

“Featuring a bold and impactful yet fun and vibrant campaign in true Chiquita fashion on such an iconic platform, is a strategic avenue to bring local residents a dose of fun and excitement in their everyday city lives.”

“Reinforcing one of our brand promises of consistency, we’re thrilled to return to London’s streets, once again encouraging local consumers to ‘Think Chiquita.’ Synergistically, with the UK launch of Chiquita’s super-premium banana, the Chiquita Queen, our goal is to amplify the banana category positioning to support our growth in the UK.” 

Chiquita has a long history of bold branding and impactful promotions dating back to 1944 when it introduced the world-famous Chiquita jingle.

Throughout the years Chiquita has leveraged strategic partnerships and used distinctive marketing platforms such as its iconic Blue Sticker to educate consumers on the nutritional benefits of bananas, while simultaneously innovating shared value for the Chiquita brand, it’s customers, and community.

 

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