Campaign aims to position Chiquita bananas as the go-to snacking choice
Chiquita has unveiled an ambitious new marketing campaign to position itself as the go-to snacking choice for consumers. The “Likely the Best Snack Ever” campaign seeks to promote the brand’s bananas as a naturally sweet, mess-free option for everything from lunchboxes and gym bags to road trips and gaming setups.
The company said the campaign marks “a confident return to product-centric storytelling, reminding consumers that amidst a sea of crumbs, sticky fingers and plastic wrappers, bananas are the original grab-and-go snack”.
Juliana Furlan, director of marketing at Chiquita North America, commented: “In a world where snacks are often overcomplicated, Chiquita bananas offer a naturally sweet, portable, and naturally packaged alternative.
“With 94 per cent of Gen Z and Millennials snacking at least once daily, the demand for cleaner, healthier and simpler options has never been greater. With this campaign, we’re putting the product front and centre and reminding people that sometimes the best snack is the one that’s been here all along. We’re not just joining the snack aisle –we’re here to take it over”.
The teaser campaign kicked off with a social media challenge to “Find a better snack. If you can”, featuring a series of Banana Man videos.
The campaign officially begins with the debut of Chiquita’s first hero video, before rolling out across multi-channel platforms – including digital, offline, and out-of-home –tailored to each market.
“The message at every turn celebrates what makes bananas so snackable: they’re naturally sweet, mess-free and come with their own convenient, natural packaging,” the company said. “With 71 per cent of consumers now grazing on smaller meals throughout the day instead of sticking to three square ones, Chiquita bananas are perfectly positioned for this new era of snackification.”
Throughout the campaign, additional short-form videos will be rolled out through paid media campaigns and social media channels – each one inspired by a distinct snack moment: from movie night cravings to relaxing in the park under the sun, back-to-school chaos, and even a peaceful yoga and meditation escape. It will also feature in-store activations with giveaways and promotions in key global markets.
