Chiquita Brands International is aiming to paint the town yellow with a summer takeover of central London that will see taxis, buses and digital advertising displays literally going bananas.
The ‘We are bananas’ campaign, which kicks off on Monday 17th July, is part of a nationwide push aimed at building awareness of Chiquita bananas among the brand’s key target audience of mums and millennials, and will backed by a nationwide sticker campaign featuring kids’ favourite characters Minions, stars of the eagerly awaited Despicable Me 3 movie that is hitting cinema screens throughout the UK now.
The four-week central London takeover – which will be supported by engaging content across the brand’s social and digital channels – builds on last year’s successful ‘Just Smile’ themed campaign, which reached more than 47 million consumers.
Five London buses and 300 black cabs will be given ‘We are bananas’ wrap around makeovers for the duration of the campaign, with taxi customers set to get ‘We are bananas’ Chiquita-branded receipts.
At the same time, Chiquita’s new campaign will be featured on the Clear Channel LD6 network of 180 centrally located screens in London, including 48 synchronised screens in Oxford Street, Europe’s busiest shopping zone, with the ‘We are bananas’ campaign set to feature on all screens at the same time for 10 seconds each minute. Playful straplines – created by Chiquita’s global agency, Wieden+Kennedy – will include “hello yellow”, “so healthy it even looks like it’s doing a sit-up,” and “like eating nature’s finger”.
Running alongside the ‘We are bananas’ campaign, Chiquita’s Minions campaign will be available across all retail and foodservice channels until the end of August, including during the all-important back to school season.
“Our ‘We are bananas’ and Minions stickering campaigns will once again put Chiquita bananas front of mind during the key summer and back to school periods, further bolstering our success in creating a vibrant branded banana category for UK retailers,” explains John Cockle, Sales and Market Director, UK and Ireland.
“This is the third time that we have run a high-profile summer campaign in London, which demonstrates our commitment to further building the Chiquita banana brand in the UK.
“To support our growth in the UK Chiquita will be expanding ripening capacity and taking advantage of its industry leading position of supplying the freshest Chiquita Class Extra bananas for its customers.’’
John adds: “From first branding the banana with our bold Chiquita BLUE STICKER in 1944 to introducing the world to Miss Chiquita, we’ve aimed to drive home our brand’s key message of fun and healthy living through vibrant and light-hearted visual storytelling. We’re thrilled to carry on that tradition with new and exciting advertising across London.”
 London Digital 6 Sheet 72” HD screens