This summer, Chiquita Brands International is launching a unique marketing campaign, ‘We Are Bananas’ in London.
The activity, which builds on the success of brand’s 2017 campaign which achieved over 74 million global impressions, aims to raise awareness of Chiquita bananas amongst the brand’s key target audience of UK mums and millennials.
Kicking off this July and running through until mid-August, the campaign is set to once again take over central London, giving central black cabs and London buses on key routes ‘We Are Bananas’ wrap-around makeovers, with designs fetauring the brand’s iconic blue and yellow branding.
This is the fourth time that the brand have run a high-profile summer campaign in London. The seven-week campaign will also be supported by digital and social activity across the brand’s channels.
To launch the campaign, Chiquita is offering consumers the chance to travel for free in their branded cabs. Lucky taxi riders who flag down a Chiquita Bananas yellow cab on July 16 can ride free of charge, as long as they present one key ingredient – a Chiquita banana.
The yellow taxis will be stationed around Covent Garden Piazza, on Henrietta and Southampton Street and Holborn tube station from 9am – 5pm on Monday July 16, and once a banana payment has been received, the passenger will be able to take a free ride to anywhere in zones 1 and 2.
John Cockle, sales and market director for Chiquita Brands International, UK and Ireland, commented: “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.”