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Chiquita targets mums and millennials

New London-focused marketing campaign sees the famous yellow branding adorning buses and taxi cabs

Chiquita targets mums and millennials

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Chiquita is planning to put its fruit firmly in the eyes of Londoners with a new summer marketing campaign.

The 'We Are Bananas' initiative builds on the brand's 2017 promotional push, which it said had achieved over 74 million global impressions, and is aimed at the key target group of UK mums and millennials. 

Running from July until mid-August, the seven-week campaign sees adverts on black cabs and wraparounds on London buses featuring the distinctive yellow branding. This will be supported by digital and social activity across the brand's channels.

John Cockle, sales and market director for Chiquita Brands International UK and Ireland, said: “As leaders in the industry, we’re confident that our ‘We are bananas’ campaign will once again put Chiquita bananas front of mind during the key summer period and encourage consumers to ‘think Chiquita’ when they’re making their purchasing decisions.

"This is the fourth time that we have run a high-profile summer campaign in London, which demonstrates our commitment to creating a vibrant banana category for UK retailers, as well as continuing to build the Chiquita banana brand among UK consumers." 

The activity combines the key messages of fun and healthy living, underlining that the brand features "the freshest Chiquita Class Extra bananas," Cockle added.

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