Starting in the US, the banana brand is relaunching its consumer campaign, with an emphasis on snacking and enjoyment
Chiquita wants to bring a new sense of fun to the banana market by expanding the scope of a campaign it launched last year to position bananas as ‘Likely the Best Snack Ever’.
The company said it wanted to build on the project’s momentum and to underline the idea that snacking isn’t just about taste, it’s also about feeling good.
Its bananas, it will remind shoppers, are “the original grab-and-go snack” and offer a “naturally nutritious, feel-good choice” in a market that can be complex and confusing.
“At its core, ‘Likely the Best Snack Ever’ has always been about celebrating what makes Chiquita bananas uniquely irresistible,” said Marco Volpi, the group’s chief marketing officer.
“Now, we’re taking that idea further by showing up in more moments and conversations to prove that Chiquita isn’t just part of snack culture, we’re helping shape it.”
Summer start
The campaign restarts in the US this summer. Initially it will focus on Chiquita’s long-standing place in American history and culture, linking this to Fourth of July celebrations in what is the country’s 250th anniversary year.
It will also communicate its bananas role as a “go-to snack” that can be eaten throughout people’s busy daily routines.
To support the campaign, Chiquita said it would roll out a global digital media plan, adapted for different markets, which brings its message to life across screens and audiences.
This will involve five long-form videos as well as new, shorter content inspired by those films, all designed to reach their intended audiences via different media channels.
The brand is also exploring new ways to connect with consumers through the activities they care about most.
It will introduce a new, limited-edition sticker collection on packs, and in retail stores will use in-store media to highlight different benefits and occasions.
