Chiquita Expands U.S. Campaign We Are Bananas
Chiquita Brands International announces a major expansion of its campaign We Are Bananas in partnership with creative agency Wieden+Kennedy, building up to a larger brand initiative launching within the next month.
After releasing initial out of home in major cities across the US, including New York City, in Times Square, Los Angeles, Chicago, and Cincinnati, the campaign expands to many more markets, spotlighting creative billboards, all with headlines that strategically play into the hand-picked locations. Freeway billboards display headlines that read “don’t honk if you love bananas” and “keeps backseat drivers busy.” Over 300 gyms playfully read, “first pull-ups, then peel-downs” and “do you even banana, bro?”. Trains, Gas stations, stoplights, and bus stops were all hand-picked and matched with their own unique messages. Additionally, an interactive wild posting which allows passersby to peel off a Chiquita sticker from it reads, “if bananas weren’t meant for fun, they wouldn’t come with stickers,” as a nod to Chiquita’s playful heritage.
The outdoor push coincides with the brands global partnership surrounding the release of Despicable Me 3. As part of the effort, Chiquita Bananas across the U.S. will feature Despicable Me 3 characters through July, fueling an instant win contest online. The partnership is supported by a strong national push across social media and co-branded commercials running in cinemas across key markets.
"The continuation of this campaign is designed to build on our uniquely playful heritage by giving consumers a fun surprise from the brand around every corner.” said Chiquita Brands International’s President and CEO, Andrew Biles. “By bringing our message to the streets, we hope to create value for our customers and continue to foster love for the brand among consumers. We look forward to continuing this work with additional brand announcements throughout the summer."